AUTHOR
Asplund, Åsa; Jovelic, Andréa

DATE
2000-02-02

DEPARTMENT
Business Administration and Social Sciences / Industrial Marketing

SUMMARY
The Web is changing the way businesses communicate with their markets. It gives the marketers new and unique opportunities in their communication. This study focuses on researching how business-to-business marketers use the Web when they communicate with their customers. The companies we investigated are Liko, Polaris and Inexa. We found that these companies, mainly, use their Web site in order to strengthen their image and brand name, to create awareness about their products, and to provide information to their customers. Regarding the Web site content, design and layout, the companies considered it important to have fresh content, a large amount of information but not too long text material, and good design. There are many opportunities with the Web. Our research showed that most of the companies found that global reach, and around the clock presence are the main opportunities. Other opportunities we found are possibility to linkage, cost- effectiveness and ability to update easily. The obstacles we found in the study are the transmission speed, global differences, and limited access.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/057--SE / NR 2000:057