Australian marketing managers’ perceptions of the Internet

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.Abstract The Internet is playing an increasingly important role in the marketing activities of organisations across a wide range of industries. While the opportunities afforded by this phenomenon seem readily apparent, there is still much debate and speculation on exactly what impact it will have on marketing. To shed some light on this uncertainty, the present study examines managers' perceptions of the impact of the Internet on key marketing activities. It employs a quasi-longitudinal research design involving mail surveys to Australian marketing decision makers. Findings suggest that expectations in 1999 may have been unrealistically optimistic and exaggerated. It would appear that the so-called "dot.com crash" has led to more realistic and pragmatic expectations among practicing managers in 2001. The study then focuses on differences in perceptions between industries. As expected, divergent views emerge, particularly from within the services sector. Managerial implications are then considered, conclusions drawn and future research directions outlined.

Export barriers in a changing institutional environment: A quasi-longitudinal study of New Zealand’s manufacturing exporters

“…Additionally, most raw primary data are collected in exchange for anonymity, a condition which precludes researchers from making direct follow-ups in subsequent waves of data collection (Picard et al1998). Thus, we opted to use a quasi-longitudinal approach in which we drew two random probabilistic samples from the same working population, using the same instrument (Ettenson and Klein 2005;Leong et al 2003). In an exploratory setting, a quasi-longitudinal approach can be considered adequate particularly for research that focuses on an examination of overall change (Lynn 2009).…”

Revolution in Marketing: Market Driving Changes

“…Longitudinal studies focusing on B2B Internet issues have also been done (Koh and Nam, 2005). As "longitudinal" can be seen in different ways (Sullivan, 2001), we consider this study to be more of a "quasi-longitudinal perspective" (Leong, et al, 2003) rather than a purely longitudinal approach. Furthermore, due to access and other constraints, those individuals and organizations from which data were collected in "Part I" were not the same as those in "Part II."…”

Internets Influence On The Marketing Activities Of South African Companies

“…he Internet, Internet technologies and Internet services, particularly the Web, are widely acknowledged to have had and to continue to have a considerable influence on the practice of marketing (Morris et al, 1997;Leong et al, 2003;Ghazisaeedi et al, 2007;Bevan-Dye & Venter, 2008). The Internet introduces new dimensions to traditional marketing as well as a different dimension altogether (Schiffman et al, 2010:32).…”

“…Martin and Matlay (2003) assert that the Internet is useful for companies' marketing activities all around the world given its marketing efficiency and convenience from both a marketer and customer's point of view. Morris et al (1997) and Leong et al (2003) contend that many companies have seen how the Internet affects their marketing activities and that they choose to use it on a larger scale because it results in their customers being completely involved in the process while interacting on the Web.…”

“…While more recent studies on the influence of the Internet on the marketing activities of organisations have been conducted in Australia (Leong et al, 2003) and Iran (Ghazisaeedi et al, 2007), there has been a paucity of research on this topic in the South African market since the study conducted by Morris et al (1997). Given the advances in Internet technologies and the increase in Internet usage since the late 1990s, there was a need to reinvestigate South African marketers' perceptions of the changes in marketing practices brought about by the Internet.…”