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This paper explores the diffusion of competitive Internet technology products in the context of competition between local and multinational corporations as well as how the diffusive interactions between technologies affect their dominance in electronic markets. Drawing on existing theories of innovation diffusion, and competitive dynamics, the authors(More)
Keywords: Advertising effectiveness Empirical research Field study Information goods Online advertising Product integration Quasi-experiment a b s t r a c t With a substantial amount of resources being spent on online advertising, examining the effectiveness of online advertising is now an important subject for scholarly investigation. Cross-product(More)
The prevalent multichannel shopping environment is driving many consumers to choose between online and offline channel at the information search and product purchase stages of a shopping experience. Consequently, multichannel retailers face the challenges of identifying different target consumer groups and maximizing the value of each channel by(More)