Factors impacting the adoption and effectiveness of the World Wide Web in marketing

Gary S. Lynn, Sharon M. Lipp, Ali E. Akgün, Alexander Cortez

Research output: Contribution to journalArticlepeer-review

48 Scopus citations

Abstract

With the increased popularity of the World Wide Web, companies are rushing to have a presence on the Web. However, many companies do not know whether the Web will be effective for them, or what they can do to increase its effectiveness. Few empirical studies have been done on what companies can do to increase the adoption and effectiveness of the Web in marketing. By studying the practices of 110 marketers, we found that adoption and effectiveness of the Web can be positively influenced if a company 1) provides formal training to its marketing organization, 2) encourages an effective relationship between the marketing and IS/MIS organization, 3) demonstrates the usefulness of the Web to the marketing organization, and 4) uses younger marketing personnel.

Original languageEnglish
Pages (from-to)35-49
Number of pages15
JournalIndustrial Marketing Management
Volume31
Issue number1
DOIs
StatePublished - Jan 2002

Fingerprint

Dive into the research topics of 'Factors impacting the adoption and effectiveness of the World Wide Web in marketing'. Together they form a unique fingerprint.

Cite this