TY - JOUR
T1 - Factors impacting the adoption and effectiveness of the World Wide Web in marketing
AU - Lynn, Gary S.
AU - Lipp, Sharon M.
AU - Akgün, Ali E.
AU - Cortez, Alexander
PY - 2002/1
Y1 - 2002/1
N2 - 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.
AB - 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.
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U2 - 10.1016/S0019-8501(00)00104-8
DO - 10.1016/S0019-8501(00)00104-8
M3 - Article
AN - SCOPUS:2342439031
SN - 0019-8501
VL - 31
SP - 35
EP - 49
JO - Industrial Marketing Management
JF - Industrial Marketing Management
IS - 1
ER -