References
8 Digital marketing strategies are not always integrated into a business’s wider planning
activities. However, this is becoming more important as organisations increasingly
integrate Internet technologies into the buying and selling activities.Exercises
Self-assessment exercises
1 Explain the significance of the online business context with specific reference to factors that
are likely to affect whether a business buys and/or sells online.
2 Assess the market potential for a construction company contemplating setting up a
transactional web site aiming to develop new international markets.
3 Suggest why some organisations have highly developed transactional web sites whereas
others merely use the Internet for e-mail.
4 Outline the advantages and disadvantages of buying and selling online.Essay and discussion questions
1 Discuss why a business operating in an industrial market might be cautious about putting new
product specifications on the company web site.
2 Discuss to what extent trading online alters relationships between trading partners.
3 Explain how Internet technologies can contribute to the development of business strategies.Examination question
1 Discuss the extent to which B2B e-marketplaces are fundamentally different to traditional
offline markets.References
Aaker, D. and Joachimsthaler, E. (2000) Brand Leadership, Free Press, New York.
Bakos, Y. (1991) A strategic analysis of electronic marketplaces, MIS Quarterly, 15(3),
September, 295–310.
Blenkhorn, D.L. and Banting, P.M. (1991) How reverse marketing changes buyer–seller’s roles,
Industrial Marketing Management, 20(6), 185–91.
Brynjolfsson, E. and Kahin, B. (2000) Understanding the Digital Economy, MIT Press.
Central Statistical Office (1992) Introduction to Standard Industrial Classification of Economic
Activities SIC(92). CSO Publications, London.
Croom, S. (2001) Restructuring supply chains through information channel innovation,
International Journal of Operations and Production Management, 21(4), 504.
Deise, M., Nowikow, C., King, P. and Wright, A. (2000) Executive’s Guide to E-Business: From
Tactics to Strategy, Wiley, New York.