A discussion of marketing, the web and organizational performance in China and Australia.
Written in 2004; 4,178 words; 35 sources; MLA; $ 111.95
Paper Summary:
This paper provides information on Web use in the computer industry across two countries - Australia and China. The writer explains that these two places have a different economy, customer purchasing behaviour and culture in the computer industry, in order to identify how online marketing strategies affects IT organization performance.
Contents:
Abstract
Introduction
Background
Conceptulization
Methodology
Findings and Discussion
Managerial Implications
Future Research
Conclusions
From the Paper:
"The Internet has already changed the face of communication in the most dramatic way. No previous technology has expanded as quickly or as globally as the Internet, there are nearly 350 million Internet users world-wide (Harrison-Walker, 2002). With online branding and the growth of online consumers, online marketing activities are growing and companies increased their expenditures for Internet content design, development, and traffic generation over the past years (Art, 2003). Computer industry is to be analyzed for two reasons; first, it is an extremely important industry both for online and offline. There have been important work industrial organizations analyzing the competition conditions in the computer industry (Bresnahan and Greenstein, 1999). Second, computer goods are also the single largest category of retail goods sold online in countries (Boston consulting group, 1998)."
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