Creating Competitive Markets for Small Businesses with New Media and E-Business Strategy

Mabel T. Kung and Yi Zhang
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Mabel T. Kung: California State University at Fullerton, USA
Yi Zhang: California State University at Fullerton, USA

International Journal of E-Business Research (IJEBR), 2011, vol. 7, issue 4, 31-49

Abstract: The innovative and dynamic nature of E-business enables small companies to compete with multinational corporations via online marketing. This paper serves as a guide from a practitioner’s perspective to embark in E-business while traditional marketing strategies are diminished. Three E-business adoption models for small enterprises are discussed. Planning involving new media, Internet technological capabilities and marketing strategies are examined. A literature review on new media gives a comprehensive study of online marketing. To evaluate the effectiveness of the E-business approach, a case study of a family chain of hotels is presented.

Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:7:y:2011:i:4:p:31-49

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International Journal of E-Business Research (IJEBR) is currently edited by Mohammad Nabil Almunawar

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