The impact of the internet as a marketing channel among the Silicon Valley high-tech companies, USA

The growth of internet and its applications to business has led the wide acceptance of this innovative technology by the world business community. Unlike any other computer system, Internet is open to any computer platform. This enhances the transfer of information and even technology worldwide almo...

Full description

Saved in:
Bibliographic Details
Main Author: Nechikat, Prince Mathew
Format: text
Language:English
Published: Animo Repository 2001
Subjects:
Online Access:https://animorepository.dlsu.edu.ph/etd_doctoral/887
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: De La Salle University
Language: English
id oai:animorepository.dlsu.edu.ph:etd_doctoral-1886
record_format eprints
spelling oai:animorepository.dlsu.edu.ph:etd_doctoral-18862021-05-20T05:08:07Z The impact of the internet as a marketing channel among the Silicon Valley high-tech companies, USA Nechikat, Prince Mathew The growth of internet and its applications to business has led the wide acceptance of this innovative technology by the world business community. Unlike any other computer system, Internet is open to any computer platform. This enhances the transfer of information and even technology worldwide almost instantly.Being a benchmark study, the research presents only one facet of marketing from the point of view of Silicon Valley high-tech companies. This empirical study can be replicated and used by business strategists, entrepreneurs and academic researchers to find out the impact of Internet.The research investigates the impact of Internet as a marketing channel and its contributing factors among the Silicon Valley High-tech Companies in California, USA. Respondents in this study were in the field of semi-conductor, computer hardware, computer software, computer and Internet services - consulting. The study helps identify the existing channels (traditional and or Internet channels of marketing) and to what extent they are applied by the same companies. This study further examines the factors that contributed to the acceptance of Internet in marketing and its expected usage for the years 2000, 2002, and 2004. The study reveals that the advent of internet did not push back or replace the age old and tested traditional marketing channels. All the high-tech companies in the Silicon Valley use Internet and traditional channels of marketing. Preferred channels by the Silicon Valley high-tech companies include Internet or in combination with traditional channels of marketing. The proportion of companies using traditional marketing channels are significantly different. Among traditional channels of marketing, the most preferred is direct marketing which carries the highest score followed by use of a company sales office.Internet can be used as a marketing channel for all kinds of products with limited applications for distribution such as software products and consulting services. The significant variables identified in this study are relative advantage, compatibility, pressure for change, convenience, quick adjustment to the market, relationship building, audience sizing and cost-effectiveness which show significant influence on the adoption of Internet as a marketing channel.The use of the Internet for the years 2000, 2002 and 2004 was analyzed. The best result was reflected in the year 2000. Due to the spontaneous and unexpected development of more innovative technology, the relatedness of expected usage for the future cannot be addressed effectively. For Internet, other breakthrough in technology are anticipated or even expected.Most of the companies use Internet for other marketing functions such as for marketing communication. Internet helps business by eliminating barriers of place and time. Some concerns in the business world include channel conflict management and security issues. 2001-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_doctoral/887 Dissertations English Animo Repository Internet Marketing channels Gray market--United States Physical distribution of goods High technology industries Service industries Technology and Innovation
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
topic Internet
Marketing channels
Gray market--United States
Physical distribution of goods
High technology industries
Service industries
Technology and Innovation
spellingShingle Internet
Marketing channels
Gray market--United States
Physical distribution of goods
High technology industries
Service industries
Technology and Innovation
Nechikat, Prince Mathew
The impact of the internet as a marketing channel among the Silicon Valley high-tech companies, USA
description The growth of internet and its applications to business has led the wide acceptance of this innovative technology by the world business community. Unlike any other computer system, Internet is open to any computer platform. This enhances the transfer of information and even technology worldwide almost instantly.Being a benchmark study, the research presents only one facet of marketing from the point of view of Silicon Valley high-tech companies. This empirical study can be replicated and used by business strategists, entrepreneurs and academic researchers to find out the impact of Internet.The research investigates the impact of Internet as a marketing channel and its contributing factors among the Silicon Valley High-tech Companies in California, USA. Respondents in this study were in the field of semi-conductor, computer hardware, computer software, computer and Internet services - consulting. The study helps identify the existing channels (traditional and or Internet channels of marketing) and to what extent they are applied by the same companies. This study further examines the factors that contributed to the acceptance of Internet in marketing and its expected usage for the years 2000, 2002, and 2004. The study reveals that the advent of internet did not push back or replace the age old and tested traditional marketing channels. All the high-tech companies in the Silicon Valley use Internet and traditional channels of marketing. Preferred channels by the Silicon Valley high-tech companies include Internet or in combination with traditional channels of marketing. The proportion of companies using traditional marketing channels are significantly different. Among traditional channels of marketing, the most preferred is direct marketing which carries the highest score followed by use of a company sales office.Internet can be used as a marketing channel for all kinds of products with limited applications for distribution such as software products and consulting services. The significant variables identified in this study are relative advantage, compatibility, pressure for change, convenience, quick adjustment to the market, relationship building, audience sizing and cost-effectiveness which show significant influence on the adoption of Internet as a marketing channel.The use of the Internet for the years 2000, 2002 and 2004 was analyzed. The best result was reflected in the year 2000. Due to the spontaneous and unexpected development of more innovative technology, the relatedness of expected usage for the future cannot be addressed effectively. For Internet, other breakthrough in technology are anticipated or even expected.Most of the companies use Internet for other marketing functions such as for marketing communication. Internet helps business by eliminating barriers of place and time. Some concerns in the business world include channel conflict management and security issues.
format text
author Nechikat, Prince Mathew
author_facet Nechikat, Prince Mathew
author_sort Nechikat, Prince Mathew
title The impact of the internet as a marketing channel among the Silicon Valley high-tech companies, USA
title_short The impact of the internet as a marketing channel among the Silicon Valley high-tech companies, USA
title_full The impact of the internet as a marketing channel among the Silicon Valley high-tech companies, USA
title_fullStr The impact of the internet as a marketing channel among the Silicon Valley high-tech companies, USA
title_full_unstemmed The impact of the internet as a marketing channel among the Silicon Valley high-tech companies, USA
title_sort impact of the internet as a marketing channel among the silicon valley high-tech companies, usa
publisher Animo Repository
publishDate 2001
url https://animorepository.dlsu.edu.ph/etd_doctoral/887
_version_ 1772835378786467840