The Internet as a Diverse Community: Cultural, Organizational, and Political Issues

By Urs E. Gattiker | Go to book overview

7—
Stakeholders and E-Commerce

Overview

Business use of the Internet as a new tool for marketing its products is continuing. Although media is focusing on retail issues, business-to-business marketing and its opportunities have gathered considerable interest from the business community. Nevertheless, our understanding of e-commerce marketing and the Internet based on scientific theories and empirical investigations is still scarce. Unfortunately, knowledge and insights from other media such as television and telephone (e.g., advertising and sales) might have limited applicability to the new Internet medium. A conceptual framework and the research questions permitting the testing of its applicability are outlined here. Practical implications are discussed (Appendices B & H).

Previous chapters in this book outline telecommunication policy, regulation, Internet access costs, ethical and moral concerns experienced by Internet users from around the world. In particular, I focus on how regulation and economic issues may affect Internet use and access. Also, how codes of conduct might possibly affect people's consideration of possible effects on others based on their behaviors was outlined. Nevertheless, comparing codes of conduct indicates that they differ in their focus and are far from providing a unified picture within a profession across nations. In this chapter, I discuss e-commerce issues as they pertain to previous chapters and outline the lack of knowledge and understanding we still have as far as this new medium is concerned.

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