E-Business - Making the Move from Traditional to Next Generation Marketing Strategies: An Exploratory Study of Irish Organisations

In an era in which Irish firms face an increasingly competitive environment, it is essential that they explore the e-business option. Experience worldwide shows that this is now one of the most effective ways to increase sales, productivity and profits, if incorporated effectively into the strategic planning process. While much has been written about the potential impact of the Internet on marketing strategies, very little of the debate has been focused on Irish conditions and practice and on how Irish companies are adapting to the e-business environment. This paper reviews the diffusion of Internet access and use, with a view to appreciating the current Internet penetration rates around the world and highlighting the importance of this medium for Irish marketing managers. The current state of e-business strategies and the strategic marketing implications are assessed. Also examined is the extent to which 30 successful Irish firms, across a range of sectors, have utilised the Internet and innovative web technologies as part of their marketing activities.