Internet Assists Firms in Sustaining Competitive Advantage
This paper discusses the role of the Internet in the marketplace.
# 4943 | 1,680 words | 14 sources | MLA | 2001 |
Published on May 30, 2002 in Business (Companies) , Communication (Mass Media) , Business (Management) , Business (Marketing) , Computer and Technology (Internet) , Communication (General) , Business (General)
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This paper examines the growth of the Internet, which has been the most astonishing technological phenomenon of the last decade of the twentieth century. The author argues that Internet is a very powerful weapon for every company that wants to survive in today's market. The author examines how the Internet, which was conceived primarily as an information exchange mechanism, is now being used as a kind of "electronic marketing channel", on which consumers and organizations can "go shopping." It's impact on the economy has been significant and has led to the reshaping of many companies marketing strategy.
From the Paper:"Apart from the market penetration, Internet also contributes to the market development. In this case the Internet is used to sell into new markets, taking advantage of the low cost of advertising internationally without the necessity for a supporting sales infrastructure in the customers' country. Internet can also used in a more innovative way, by delivering new products or services, such as market reports, which can be purchased using electronic commerce. Finally, Internet can be used to achieve diversification. In this case, new products are developed, which are sold into new markets. The benefits of an Internet presence can also be summarized using the "6Cs" of Bocig et al. (1999): Cost Reduction, Capability, Competitive Advantage, Communication Improvement, Control, Customer Service Improvement."
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