| Figure 2.4 Web Marketing Mix (WMM)
Source: Constantinides 2002 Web Marketing Mix
2.3.2.1 Scope
The content of this element is of primarily strategic character and outlines the decisions to be made on four key areas:
The strategic and operational objectives of the online venture; The online activities must pursue their own, clearly defined strategic objectives, in line with the corporate mission and strategic goals in order to generate additional value.
The market definition includes measuring the market potential and the identification of potential competitors, visitors and customers of the site.
The degree of readiness of the organisation for E-Commerce; According to Christensen, (1998) adoption of new technologies can have sustaining or disruptive effects on organisations, depending on the firm’s resources, processes and values. Porter (1985) claims that internal analysis should be focused on these three factors (resources, processes, and value) in order to identify the degree of company readiness to assimilate E-Commerce.
The strategic role of E-Commerce for the organization; the strategic role describes the tasks assigned to the online activity and must reflect on the firm’s online model.
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