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| Author: | Bengtsson, M. Boter, H. Vanyushyn, V. |
| Title: | Integrating the internet and marketing operations |
| Journal: | International Small Business Journal
2007 : VOL. 25:1, p.27-48 |
| Index terms: | innovation internet marketing channels companies by size Sweden Nordic countries Scandinavia |
| Language: | eng |
| Abstract: | Firms of all sizes can gain challenging opportunities by adopting the internet for advances marketing operations. However, such adoption might destroy investments in present market channels. This paper aims to investigate what differentiates adopters of advanced internet-based marketing operations from non-adopters in firms of different sizes. Based on survey data from 379 Swedish firms, the findings suggest that composition of factors on which firms base their decision to adopt advanced internet-based marketing operations varies with firm size. |
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