کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1014055 939348 2014 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Click-and-Mortar SMEs: Attracting customers to your website
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Click-and-Mortar SMEs: Attracting customers to your website
چکیده انگلیسی

Businesses have traditionally operated under a brick-and-mortar strategy, paying little attention to the electronic retail channel. Now, though, increasing competitive pressures and Web technologies as an information source necessitate that managers adopt an integrated click-and-mortar strategy. With differing levels of success, small and medium-sized enterprises (SMEs) have invested in their own websites to promote their online presence. However, the recent power of information intermediaries makes it difficult for companies to attract consumers solely through their own webpages. As a result, companies are being forced to adapt their online strategies to increase customer attraction; a proper use of backlinks and infomediaries can accomplish this at relatively low cost. This article traces the emergence of infomediaries and backlinks and the mechanics of their operation, offering managers and practitioners guidance regarding how best to improve the impact of their online visibility.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Business Horizons - Volume 57, Issue 6, November–December 2014, Pages 729–736
نویسندگان
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