WIT Press


Relationship Of Organizational Culture With Use Intensity Of The Internet And Sales Performance: An International Empirical Investigation

Price

Free (open access)

Paper DOI

10.2495/CI040331

Volume

31

Pages

10

Published

2004

Size

343 kb

Author(s)

D.A. Karayanni

Abstract

This paper addresses the question of why some organizations may successfully involve the Internet in their marketing strategies, whereas others do otherwise. The basic assumption of our study is that a firm’s adoption of the Internet may be related to its organizational culture. Thus, this study intends to identify the relationship between a firm’s culture and the profitable use of the Internet by its organizational members. Hypotheses stemming from both the organizational culture and the Internet streams of research are tested using correlation and a series of T-tests analyses that were performed upon data selected from 150 business-to-business international organizations with a presence on the World Wide Web. The research results showed that both use intens

Keywords