The Internet as a parameter of strategic planning: A study of E-Marketing practices of Dutch SMBs

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    Abstract

    This paper proposes a methodology for the identification and evaluation of Internet-based strategies and examines the role of the Internet as element of the strategic planning of Small and Medium Businesses (SMBs) from a variety of Dutch industrial sectors. The study has an explorative character and is based on empirical data; it reveals the degree of acceptance and integration of the Web into the strategic plans by assessing management attitudes in three categories of factors delineating the online strategy.The findings suggest that while managers appreciate the importance of the Internet as essential compoment of their business setting, Web-based commerce does not seem to have become an integral part of corporate strategy by this category of business; limited strategic commitment and cautious attitudes in adopting technology as an important strategic option are for all intents and purposes preventing SMBs from fully utilizing the potential of the virtual marketplace.Key words: Internet Strategy, Strategic Planning, E-Business, E-Commerce, SMB strategies
    Original languageEnglish
    Title of host publicationProceedings of the 5th International Congress Marketing Trends, 20-21 January 2006, Venice
    Number of pages27
    EditionCD-ROM
    Publication statusPublished - 2006
    Event5th International Congress Marketing Trends 2006 - Venice, Italy
    Duration: 20 Jan 200621 Jan 2006
    Conference number: 5

    Conference

    Conference5th International Congress Marketing Trends 2006
    Country/TerritoryItaly
    CityVenice
    Period20/01/0621/01/06

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