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Business use of the internet: Strategic decision or another bandwagon?

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  • McBride, Neil

Abstract

Using the results of a Survey, this article suggests that organisations join the Internet without considering its role in their strategy. Firms' reasons for joining, expected benefits and strategy are driven more by their perceptions of the Internet as providing a new market place and offering leading-edge technology rather than any cool-headed consideration of its value to the firm. The article by Neil McBride offers an approach to Internet strategy in which the firm decides on its extent of involvement; applies management tools such as the IT strategic grid and the value chain to identify suitable opportunities to exploit the Internet; identifies the benefits of access and plans their delivery; develops the firms' policies on Internet access; and develops an implementation plan. Finally, it recognises the need for an evolving strategy and proposes an incremental development approach based on value analysis.

Suggested Citation

  • McBride, Neil, 1997. "Business use of the internet: Strategic decision or another bandwagon?," European Management Journal, Elsevier, vol. 15(1), pages 58-67, February.
    • Handle: RePEc:eee:eurman:v:15:y:1997:i:1:p:58-67
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    Cited by:

    1. E C Fuller & A Southern, 1999. "Small Firms and Information and Communication Technologies: Policy Issues and Some Words of Caution," Environment and Planning C, , vol. 17(3), pages 287-302, June.
    2. Salavati, Shahram & Hashim, Noor Hazarina, 2015. "Website adoption and performance by Iranian hotels," Tourism Management, Elsevier, vol. 46(C), pages 367-374.

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