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| Author: | Chaston, I. Mangles, T. |
| Title: | E-commerce in Small UK Manufacturing Firms: A Pilot Study on Internal Competencies |
| Journal: | Journal of Marketing Management
2002 : APR, VOL. 18:3-4, p. 341-360 |
| Index terms: | ELECTRONIC COMMERCE UNITED KINGDOM MANUFACTURING INDUSTRY ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | Success in cyberspace markets will be influenced by whether firms can develop unique organizational processes as the basis for supporting market performance. This perspective suggests that the adoption of a "resource-based" view of the firm may provide the basis for assessing the ability of an organisation to exploit the Internet as a path through which to enhance market performance. A competency model has been developed to define areas of capability that may influence the execution of an Internet marketing strategy. Proposed competencies include positioning, funding, innovation, workforce management, productivity, service quality and information management. |
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