IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v61y2008i4p300-308.html
   My bibliography  Save this article

Marketing operations efficiency and the Internet: An organizing framework

Author

Listed:
  • Kalaignanam, K.
  • Kushwaha, T.
  • Varadarajan, P.

Abstract

A business can leverage the potential of the Internet to enhance the effectiveness of its competitive strategy as well as the efficiency of its operations. While the former has received considerable attention in literature, there is a dearth of research on the later. This paper focuses on leveraging the Internet for enhancing the efficiency of a business' marketing operations. We propose an organizing framework that provides insights into opportunities for achieving marketing efficiency gains in the context of the interactivity, personalization and addressability characteristics of the Internet.

Suggested Citation

  • Kalaignanam, K. & Kushwaha, T. & Varadarajan, P., 2008. "Marketing operations efficiency and the Internet: An organizing framework," Journal of Business Research, Elsevier, vol. 61(4), pages 300-308, April.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:4:p:300-308
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(07)00174-9
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Levy, Daniel & Bergen, Mark & Dutta, Shantanu & Venable, Robert, 1997. "The Magnitude of Menu Costs: Direct Evidence from Large U.S. Supermarket Chains," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 112(3), pages 791-824.
    2. Schmalensee, Richard, 1981. "Output and Welfare Implications of Monopolistic Third-Degree Price Discrimination," American Economic Review, American Economic Association, vol. 71(1), pages 242-247, March.
    3. Erik Brynjolfsson & Michael D. Smith, 2000. "Frictionless Commerce? A Comparison of Internet and Conventional Retailers," Management Science, INFORMS, vol. 46(4), pages 563-585, April.
    4. Sheth, Jagdish N. & Sisodia, Rajendra S., 2002. "Marketing productivity: issues and analysis," Journal of Business Research, Elsevier, vol. 55(5), pages 349-362, May.
    5. Christopher D. Ittner, 1996. "Exploratory Evidence on the Behavior of Quality Costs," Operations Research, INFORMS, vol. 44(1), pages 114-130, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Varadarajan, Rajan & Yadav, Manjit S., 2009. "Marketing Strategy in an Internet-Enabled Environment: A Retrospective on the First Ten Years of JIM and a Prospective on the Next Ten Years," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 11-22.
    2. Ikechukwu Njoku & Prof. Wilson Ani, 2023. "Marketing Research and New Product Development in Selected Organizations in Enugu State," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(7), pages 654-670, July.
    3. Jeoung Yul Lee & Daekwan Kim & Byungchul Choi & Alfredo Jiménez, 2023. "Early evidence on how Industry 4.0 reshapes MNEs’ global value chains: The role of value creation versus value capturing by headquarters and foreign subsidiaries," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 54(4), pages 599-630, June.
    4. Cai, Han & Mardani, Abbas, 2023. "Research on the impact of consumer privacy and intelligent personalization technology on purchase resistance," Journal of Business Research, Elsevier, vol. 161(C).
    5. Nicolau, Juan Luis & Sellers, Ricardo, 2010. "The quality of quality awards: Diminishing information asymmetries in a hotel chain," Journal of Business Research, Elsevier, vol. 63(8), pages 832-839, August.
    6. Csikósová, Adriana & Čulková, Katarína & Janošková, Mária, 2016. "Evaluation of quantitative indicators of marketing activities in the banking sector," Journal of Business Research, Elsevier, vol. 69(11), pages 5028-5033.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. J-M Chen & L-T Chen, 2004. "Pricing and lot-sizing for a deteriorating item in a periodic review inventory system with shortages," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 55(8), pages 892-901, August.
    2. Böheim, René & Hackl, Franz & Hölzl-Leitner, Michael, 2021. "The impact of price adjustment costs on price dispersion in e-commerce," International Journal of Industrial Organization, Elsevier, vol. 77(C).
    3. Arbatskaya, Maria & Baye, Michael R., 2004. "Are prices 'sticky' online? Market structure effects and asymmetric responses to cost shocks in online mortgage markets," International Journal of Industrial Organization, Elsevier, vol. 22(10), pages 1443-1462, December.
    4. Watanabe, Makoto, 2008. "Inflation, price competition, and consumer search technology," Journal of Economic Dynamics and Control, Elsevier, vol. 32(12), pages 3780-3806, December.
    5. O. Loginova & A. Mantovani, 2015. "Information and Online Reviews," Working Papers wp996, Dipartimento Scienze Economiche, Universita' di Bologna.
    6. Netessine, Serguei, 2006. "Dynamic pricing of inventory/capacity with infrequent price changes," European Journal of Operational Research, Elsevier, vol. 174(1), pages 553-580, October.
    7. Lünnemann, Patrick & Wintr, Ladislav, 2006. "Are internet prices sticky?," Working Paper Series 645, European Central Bank.
    8. Robert J. Kauffman & Charles A. Wood, 2007. "Follow the leader: price change timing in Internet-based selling," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 28(7), pages 679-700.
    9. Oksana Loginova & Andrea Mantovani, 2019. "Price competition in the presence of a web aggregator," Journal of Economics, Springer, vol. 126(1), pages 43-73, January.
    10. Aparicio, Diego & Bertolotto, Manuel I., 2020. "Forecasting inflation with online prices," International Journal of Forecasting, Elsevier, vol. 36(2), pages 232-247.
    11. Yunchuan Liu & Sunil Gupta & Z. John Zhang, 2006. "Note on Self-Restraint as an Online Entry-Deterrence Strategy," Management Science, INFORMS, vol. 52(11), pages 1799-1809, November.
    12. Simon P. Anderson & Régis Renault, 2011. "Price Discrimination," Chapters, in: André de Palma & Robin Lindsey & Emile Quinet & Roger Vickerman (ed.), A Handbook of Transport Economics, chapter 22, Edward Elgar Publishing.
    13. Li, Chenguang & Sexton, Richard J., 2009. "Impacts of Retailers’ Pricing Strategies for Produce Commodities on Farmer Welfare," 2009 Conference, August 16-22, 2009, Beijing, China 51720, International Association of Agricultural Economists.
    14. Babur De los Santos & Sergei Koulayev, 2017. "Optimizing Click-Through in Online Rankings with Endogenous Search Refinement," Marketing Science, INFORMS, vol. 36(4), pages 542-564, July.
    15. Edgardo Arturo Ayala Gaytán, 2009. "Social network externalities and price dispersion in online markets," Ensayos Revista de Economia, Universidad Autonoma de Nuevo Leon, Facultad de Economia, vol. 0(2), pages 1-28, November.
    16. Brett Danaher & Michael D. Smith & Rahul Telang, 2014. "Piracy and Copyright Enforcement Mechanisms," Innovation Policy and the Economy, University of Chicago Press, vol. 14(1), pages 25-61.
    17. Gandal, Neil, 2001. "The dynamics of competition in the internet search engine market," International Journal of Industrial Organization, Elsevier, vol. 19(7), pages 1103-1117, July.
    18. Waterson, Michael, 2023. "Platforms as arbitrageurs and facilitators of arbitrage- a simple analysis," The Warwick Economics Research Paper Series (TWERPS) 1481, University of Warwick, Department of Economics.
    19. Frisell, Lars & Lagerlöf, Johan N.M., 2008. "Eliciting demand information through cheap talk: An argument in favor of a ban on price discrimination," Economics Letters, Elsevier, vol. 99(3), pages 421-424, June.
    20. Kupper Gerd & Willems Bert, 2007. "Arbitrage in Energy Markets: Competing in the Incumbent’s Shadow," Energy, Transport and Environment Working Papers Series ete0707, KU Leuven, Department of Economics - Research Group Energy, Transport and Environment.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:61:y:2008:i:4:p:300-308. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.