THE IMPACT OF THE INTERNET ON THE MARKET ORIENTATION OF COMPANIES
Date
2011-10-19
Authors
True, Lesley Ann
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Abstract
The main objective of the research was to qualitatively measure, the impact that the Internet has on the market orientation of companies.
Market orientation research has been extensive and there are a number of key criteria that impact on the performance and profitability of companies.
The reasoning behind this research is that technology in the form of the Internet is developing with alarming pace. There is a need to establish whether the developments taking place within e-Commerce will influence market orientation and thus the performance of a company
The research established that the Internet is an important tool to help a company become market oriented. It is crucial not to ignore what it can do for market orientation and the marketing function. However, an important point was that companies, and within those companies, managers, employees and shareholders must be sure of the reasoning behind their move into e-enablement.
Description
MBA thesis - WBS
Keywords
Internet, Market orientation