The Internet's impact on marketing: Introduction to the JBR special issue on 'Marketing on the web―behavioral, strategy and practices and public policy'

摘要

The articles in this issue collectively offer a rich set of insights for managerial practice and for furthering research related to Internet adoption and success and failure of Internet businesses. These insights cover macro perspectives (i.e., organizational issues, strategic alliances, first mover advantages and privacy issues) and micro perspectives (aspects related to individual differences, web design and search behavior). The articles in this special issue identify several key areas for conceptual and empirical investigation in the domain of e-commerce and help chart the course for future research.