Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 12 (Distinction), course: Strategic Business Communication, language: English, abstract: Abstract It is widely recognized that Small and Medium-Sized Enterprises play a significant role in the economic vitality of local and national economies in Denmark. Over the years, these sectors are faced with an increasingly unstable marketplace and stiff competition from large firms. It is believed that the advancement of internet and its related communication technologies have the ability to give these firms the potential advantage to reach wider geographical markets and compete with larger organizations for customers' attraction, market share, and sustainable growth. As a result, the Danish government has over the years collaborated with industry and commercial associations to bolster the integration of Information Technology and diffusion of e-commerce among SMEs. This thesis used quantitative survey questionnaire and qualitative interview approaches to assess how SMEs in Denmark are using the internet as a business strategy to enhance growth and sustainability. In accordance with the theoretical model developed by synthesizing existing internet adoption and business growth models, three key determinants such as: the level of internet adoption, growth strategy, and competitive environment were investigated. Result indicates that SMEs have a considerable integration of internet particularly at the lower level which includes e-mail and website. While more than half of the firms who have fully integrated internet as part of their growth strategy have experienced exponential growth by developing new product and reaching new markets. Competitively, these firms are also able to offer high and unique value of proposition mainly through niches.

Master's Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 12 (Distinction), , course: Strategic Business Communication, language: English, abstract: Abstract It is widely recognized that Small and Medium-Sized Enterprises play a significant role in the economic vitality of local and national economies in Denmark. Over the years, these sectors are faced with an increasingly unstable marketplace and stiff competition from large firms. It is believed that the advancement of internet and its related communication technologies have the ability to give these firms the potential advantage to reach wider geographical markets and compete with larger organizations for customers’ attraction, market share, and sustainable growth. As a result, the Danish government has over the years collaborated with industry and commercial associations to bolster the integration of Information Technology and diffusion of e-commerce among SMEs. This thesis used quantitative survey questionnaire and qualitative interview approaches to assess how SMEs in Denmark are using the internet as a business strategy to enhance growth and sustainability. In accordance with the theoretical model developed by synthesizing existing internet adoption and business growth models, three key determinants such as: the level of internet adoption, growth strategy, and competitive environment were investigated. Result indicates that SMEs have a considerable integration of internet particularly at the lower level which includes e-mail and website. While more than half of the firms who have fully integrated internet as part of their growth strategy have experienced exponential growth by developing new product and reaching new markets. Competitively, these firms are also able to offer high and unique value of proposition mainly through niches.

This research handbook provides a comprehensive, integrative, and authoritative resource on the main strategic management issues for companies within the e-business context. It covers an extensive set of topics, dealing with the major issues which articulate the e-business framework from a business perspective. The handbook is divided into the following e-business related parts: background; evolved strategic framework for the management of companies; key business processes, areas and activities; and, finally, emerging issues, trends and opportunities, with special attention to diverse Social Web-related implications. The articles are varied, timely and present high-quality research; many of these unique contributions will be especially valued and influential for business scholars and professionals interested in e-business. Many of the contributors are outstanding business scholars who are or have been editors-in-chief of top-ranked management and business journals or have made significant contributions to the development of their respective fields.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

For a business to thrive competitively in today's marketplace, it needs to have an effective e-commerce channel. Getting it right opens up new markets and opportunities; getting it wrong leads to declining revenues and profitability. To ensure effectiveness, business leaders and decision-makers must understand how e-commerce channels work to make the best strategic choices for their business. Drawing on experience in consulting to large complex organisations and ground-breaking primary research with senior executives from leading corporations, Leading Digital Strategy creates a convincing case for action and offers practical strategies, methodologies and models to improve the effectiveness of a company's online offering. It explores how to align organisational structure with wider goals and implement a customer-centric culture. With coverage of the key digital trends, tools and technologies affecting business today, it provides a practical framework for multi-channel success. This book challenges leaders to become as fluent and creative in digital as they are in finance, sales and marketing, and equips them to choose the right strategy and the right people to make it happen. With strategies for improved operational performance and enhanced engagement from senior management, Leading Digital Strategy gives readers the power to drive forward effective digital initiatives and realise rewarding opportunities for change.

An Introduction to e-Business provides the contemporary knowledge of the key issues affecting the modern e-business environment and links theory and practice of management strategies relating to e-business. This book brings together the most cogent themes for an introduction to e-business and constitutes a valuable contribution to formalising common themes for teaching the subject in higher education. It brings together theoretical perspectives based on academic research and the application of e-business strategies. These concepts are further explored in the six case studies that follow the set chapters. This new textbook integrates the main themes to provide a complete picture of the key elements relevant to an introductory text in e-business. To fully appreciate the e-business environment it is necessary to understand the links between the different disciplines that come together to form

This new almanac will be your ready-reference guide to the E-Commerce & Internet Business worldwide! In one carefully-researched volume, you'll get all of the data you need on E-Commerce & Internet Industries, including: complete E-Commerce statistics and trends; Internet research and development; Internet growth companies; online services and markets; bricks & clicks and other online retailing strategies; emerging e-commerce technologies; Internet and World Wide Web usage trends; PLUS, in-depth profiles of over 400 E-Commerce & Internet companies: our own unique list of companies that are the leaders in this field. Here you'll find complete profiles of the hot companies that are making news today, the largest, most successful corporations in all facets of the E-Commerce Business, from online retailers, to manufacturers of software and equipment for Internet communications, to Internet services providers and much more. Our corporate profiles include executive contacts, growth plans, financial records, address, phone, fax, and much more. This innovative book offers unique information, all indexed and cross-indexed. Our industry analysis section covers business to consumer, business to business, online financial services, and technologies as well as Internet access and usage trends. The book includes numerous statistical tables covering such topics as e-commerce revenues, access trends, global Internet users, etc. Purchasers of either the book or PDF version can receive a free copy of the company profiles database on CD-ROM, enabling key word search and export of key information, addresses, phone numbers and executive names with titles for every company profiled.