Industrial Marketing Management, vol. 27, issue 1 (1998) p. 63–72
Electronic media, such as the World Wide Web, are playing an increasingly important role in the global commerce of industrial firms. A study examines the experiences of 3 industrial companies that adopted a Web strategy and identifies lessons learned in the process. Based on these experiences, managers are provided guidelines for enhancing the successful implementation of the Internet into their firm's day-to-day operations.
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