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| Author: | Strebinger, A. Treiblmaier, H. |
| Title: | E-adequate branding: building offline and online brand structure within a polygon of interdependent forces |
| Journal: | Electronic markets
2004 : VOL. 14:2, p. 153-164 |
| Index terms: | Organizational structure |
| Freeterms: | Brand structure e-adequate branding e-branding IT structure |
| Language: | eng |
| Abstract: | Industries where e-commerce plays or will play a significant role in the design of business process, the Internet is expected to have a strong impact on the offline brand structure and to lead to a stronger interdependence of brand structure, IT structure and organizational structure. This article discusses direct and indirect interdependencies of these three elements by placing them in a polygon of influencing factors to arrive at the concept of e-adequate branding. |
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