an administratively correct manner. Whatever form the dominant culture takes it will
affect everything the organisation does. Two other aspects of the organisation that are
likely to be important to uptake and development of Internet marketing are the work-
forceand the technological infrastructure.
Currently, a key problem facing the e-commerce industry is the recruitment, reten-
tion and ongoing skills development of the workforceresponsible for the development
and operation of e-commerce systems and digital marketing operations. There is a gen-
eral shortage of suitably knowledgeable and skilled individuals who are innovative,
strategically minded and technically qualified. The status of the employment market can
have an effect on the benefits required to attract the best workers – a shortage of skilled
workers can encourage companies to introduce a range of additional benefits to attract
and retain suitably skilled workers. Mini Case Study 11.1 presents some examples from
the Ivy League of high-tech employers.B2B E-CONTEXTGoldenberg and Tang (2005) investigated what leading technology companies have to offer now they are
emerging from the dot-com bust. They found the following (see Figure 11.2a to d).Microsoft(Redmond, Washington) offers:
Paid leave for volunteering
Whale watching trips
Contemporary lunch menus
In-house gaming
Extensive sports facilities
Branded coffee shopsElectronic Arts(Redwood, California) offers:
Paid Christmas holidays
Onsite chiropractor
Games coupons
Some sports facilities
Extra cash for working lateMini Case Study 11.1 High-tech company employee benefit schemes
Figure 11.2aMicrosoft
Souce: http://members.microsoft.com/careers/default.mspxFigure 11.2bElectronic Arts
Source: http://jobs.ea.com/pljb/ElectronicArts/United_States
applicant/index.jsp