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Journal cover: Journal of Business & Industrial Marketing

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Online from: 1986

Subject Area: Marketing

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Capitalizing on the internet opportunity

Document Information:
Title:Capitalizing on the internet opportunity
Author(s):George S. Day, (Mack Center of Technological Innovation and Emerging Technologies Management Research Program, The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania, USA), Katrina J. Bens, (Department of Business Administration, University of Illinois, Urbana Champaign, Illinois, USA)
Citation:George S. Day, Katrina J. Bens, (2005) "Capitalizing on the internet opportunity", Journal of Business & Industrial Marketing, Vol. 20 Iss: 4/5, pp.160 - 168
Keywords:Business-to-business marketing, Customer relations, Internet
Article type:Research paper
DOI:10.1108/08858620510603837 (Permanent URL)
Publisher:Emerald Group Publishing Limited

Purpose – To investigate how business-to-business (B2B) firms view the opportunities and threats of the internet and determine which firms are most likely to gain from the internet.

Design/methodology/approach – A nation-wide survey of marketing, sales and MIS managers in B2B firms provides the data necessary to explore the impact of the internet.

Findings – Managers view the internet positively as it will reduce customer service costs and allow firms to tighten relationships with customers. The positive potential outweighs the negative potential of increased competition and new pricing models. However, not all will benefit.

Practical implications – While there is much optimism about the internet, those most likely to benefit are those firms already proficient at forging close customer relationships.

Originality/value – This paper provides lessons about who will benefit from the internet.

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