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| Author: | McBride, N. |
| Title: | Business Use of the Internet: Strategic Decision or Another Bandwagon? |
| Journal: | European Management Journal
1997 : VOL. 15:1, p. 58-67 |
| Index terms: | INTERNET BUSINESS POLICY STRATEGIC MANAGEMENT STRATEGY |
| Language: | eng |
| Abstract: | Using the results of a Survey, this article suggests that organisations join the Internet without considering its role their strategy. Firms' reasons for joining, expected benefits and strategy are driven more by their perceptions of the Internet as providing a new market place and offering leading-edge technology rather than any cool-headed consideration of its value to the firm. This article by Neil McBride offers an approach to Internet strategy in which the firm decides on its extent of involvement; applies management tools such as the IT strategic grid and the value chain to identify suitable opportunities to exploit the Internet; identifies the benefits of access and plans their delivery; develops the firms' policies on Internet access; and develops an implementation plan. |
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