For marketers, the Internet is increasing in importance. One important marketing issue is how to initiate, develop, and manage relationships with customers through the Internet. This holds true for marketing of goods and services, in domestic as well as international markets. This book aims to improve our knowledge on utilization of the Internet in marketing. The book will supply theoretical as well empirical knowledge on managing customer relationships on the Internet. This book also contributes to the development of theory to explain the internationalization process of Internet firms by proposing that models that emphasize knowledge and network are suitable for this purpose. In doing so, the book answers questions such as: What types of business relationships are possible to establish and develop on the Internet? How much face-to-face contact do we need in business relationships? What are the key driving mechanisms in Internet-based relationship development? It is a true international comparative management book, including data from Sweden, Denmark, Italy, and Finland. The book contains 14 chapters. The evidences supplied in the book are based on research in industries such as health care, bio-technology, information technology, and the air-lines. The contributors to this book are active researchers in the field of internet and marketing. The material supplied in this book is new and original. This series: provides an international perspective to the study of business, with a special emphasis on management and marketing issues; deals with such topics as globalization, international business negotiations, cross-cultural communication, entry strategies, doing business in different regions, and future trends; and, also focuses on the development of international business theory, methodological issues, the results of empirical studies and the findings of practitioners.
Author(s): Lindstrand, Angelika Lindstrand, Jan Johanson, Dharma Deo Sharma
Series: The International Business and Management Series
Publisher: Elsevier Science
Year: 2005
Language: English
Pages: 318
Cover......Page 1
Managing Customer Relationships on the Internet......Page 4
Contents......Page 8
Contributors......Page 10
The Development of Research on Marketing: A Historical Perspective......Page 12
Part I......Page 20
Introduction......Page 22
Background......Page 23
Knowledge from a Discourse Perspective......Page 25
Case Illustration......Page 27
Use of the MHC E-Messaging System and Knowledge Formation......Page 28
Further Reflections and Conclusions......Page 38
References......Page 41
Introduction......Page 44
Some Prior Studies of Mobile Solutions in Organizations......Page 45
Impacts of IT Technologies on Business Relationships......Page 47
Process 1 — The Inventory Process......Page 50
Process 2 — The Laundry Process......Page 55
Analysis: Perceived Effects with New Mobile Solutions......Page 58
Discussion......Page 61
References......Page 63
Introduction......Page 66
The Discovery Concept......Page 67
Planning......Page 68
On Method......Page 69
Case Discussion......Page 75
Final Remarks......Page 78
References......Page 79
Introduction......Page 82
The Framework in a BTB Context......Page 84
The Framework Applied to a BTC Specialty E-Grocer Context......Page 87
Case: The Relation between a Specialty E-Grocer X and its Customers......Page 91
Conclusions and Implications......Page 101
Storbacka, Strandvik and Grönroos Revisited and Further Research......Page 104
References......Page 106
Introduction......Page 110
Literature Review......Page 111
Method......Page 117
Analysis......Page 119
Conclusion......Page 126
Managerial Implications......Page 127
References......Page 128
Introduction......Page 132
Theoretical Framework......Page 135
Research Method......Page 140
Analysis and Results......Page 143
Discussion......Page 144
References......Page 145
Introduction......Page 148
The Technology Acceptance Model......Page 149
Learning and Knowledge in Firms......Page 150
Theory-in-use, Routines, and Levels of Learning......Page 152
Networks......Page 154
Network Knowledge......Page 155
A Framework for the Role of the Internet in Networks......Page 158
References......Page 161
The Airline Ticket......Page 168
Airlines’ Different Internet Marketing Channels......Page 169
Marketing and Relationships......Page 173
Implications for Practitioners and Theory......Page 182
Acknowledgments......Page 183
References......Page 184
Part II......Page 186
Introduction......Page 188
Prior Research and Theoretical Emphasis......Page 189
Problem Area: Three Inter-Related Issues......Page 190
Research Questions......Page 193
General Analytical Framework......Page 194
Medical Information Service over the Internet at the Swedish Market......Page 195
Analysing the Sector and the Cases......Page 202
Conclusion and Discussion......Page 207
References......Page 209
Introduction: The New Spatial and Temporal Features of International Business......Page 212
Industry- Versus Location-Specific Drivers of Early and Fast Internationalization: The Role of ICT......Page 214
Firm and Entrepreneurial-Specific Drivers of Early and Fast Internationalization: The Role of Customer Orientation......Page 217
Empirical Evidence about Born Global Firms: A Survey on 107 Enterprises......Page 218
The Impact of a Globalizing Economy and the Role of Location-Specific Drivers: Sticky Places in a Slippery Space......Page 220
The Role of Industry and Business-Specific Issues......Page 221
Firm and Entrepreneurial-Specific Drivers......Page 224
The Performance of Born Global Firms: Precocity, Export Intensity, Geographical Scope and Entry Mode Variety......Page 225
Conclusion......Page 229
References......Page 230
Introduction......Page 234
The Internationalisation of SMEs......Page 236
Knowledge and Information – How Can It be Acquired?......Page 239
Interaction Processes in Business Relationships......Page 241
Research Methodology......Page 243
A Case Study – Epsilon’s Interaction with Customers in the German Market......Page 245
Discussion......Page 249
Concluding Remarks and Future Research......Page 251
Managerial Implications......Page 252
References......Page 253
Introduction......Page 256
The Changed View of Internationalisation......Page 258
The Importance of Face-to-Face Interaction......Page 260
The Reduction of Uncertainty through Information and Knowledge Means......Page 262
Method and Data Collection......Page 263
Born Global SMEs in High-Tech Businesses — What Are They About?......Page 264
High-Technology, Exploration and Exploitation......Page 266
The Impact of Information Technology......Page 267
The Role of Face-to-Face Interaction......Page 269
The Inducement of Trust and Reduction of Uncertainty......Page 270
Concluding Discussion......Page 272
Acknowledgements......Page 274
References......Page 275
Introduction......Page 278
A Theoretical Framework for the Role of IT in Innovations......Page 280
Analysis and Discussion......Page 288
Conclusions and Managerial Implications......Page 293
References......Page 295
Introduction......Page 298
The Arduous Process of Internationalization......Page 300
Recent Internationalization Experience of Internet-Related Firms......Page 301
New Internationalization Patterns?......Page 308
Conclusion......Page 312
References......Page 313
Subject Index......Page 316
