Please use this identifier to cite or link to this item: http://hdl.handle.net/11189/1268
Title: Successful E-Commerce: The Importance of Brand Management
Authors: Onojaefe, Darlington 
Bytheway, Andy. J 
Erwin, Geoff 
Keywords: E-commerce
Issue Date: Dec-2005
Source: Proceedings of the Fifth International Conference on Electronic Business, Hong Kong, December 5-9, 2005, pp. 328 - 335
Abstract: This paper identifies and examines evidence of e-commerce failure in small and large businesses, focusing specifically on their Internet branding strategies, the impact of management actions and how those actions contribute to e-commerce success. This paper argues that as we move to a more interactive mode of working with customers and competitors using Internet technology, the role of marketing is critical; within marketing, brand management is seen as a particularly important activity. The work reported here assembles evidence that brand management is indeed important, and that there is a lack of theories to guide brand management activities in an Internet context. Internet-related partnering opportunities with large firms remain a concern for smaller firms. It also reveals that much Internet research has taken a technical viewpoint although some experts have begun to make connections between Internet success and brand management.
Description: Proceedings of the Fifth International Conference on Electronic Business, Hong Kong, December 5-9, 2005, pp. 328 - 335
URI: http://hdl.handle.net/11189/1268
Appears in Collections:Dr. Darlington Peter Onojaefe

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