A proposed activity and outcome framework for marketing in the new economy

Abstract

This paper seeks to contribute to the development of a model for use of the Internet for marketing within the supply chain. This paper discusses four categories of Internet use for marketing and four categories of outcomes from use and then presents an activity: outcome framework for using the Internet for marketing activity. The literature is organised using these categories and then data is then presented. The data suggests that four categories of Internet use possibly represent stages for adoption and that traditional notions of competitive advantage may not e relevant in the Internet environment. Details of the actual competitive benefits from Internet marketing are discussed as well as the relationship between activity and outcome. This paper proposes that the research conducted offers an activity based framework for implementing Internet use and the outcomes that may be achieved to increase the firm’s competitive position.