Marketing on the Internet - who can benefit from an online marketing approach?

Melody Y. Kiang, Raghu Santanam, Kevin Huei Min Shang

Research output: Contribution to journalArticlepeer-review

132 Scopus citations


The research builds upon the literature in electronic commerce and past research in marketing with the objective of understanding factors that impact a product's adaptability to online marketing. A review of marketing channel choice literature reveals a set of factors and channel choice functions that are considered important in making channel decisions. Using this as a basis, four major channel functions, namely, product customization, availability, logistics, and transaction complexity are considered relevant in understanding the implications for Internet marketing. By building upon previous research in the area of channel selection, we provide a means of classifying Internet marketing initiatives based on product characteristics. The classification scheme based on product characteristics can help analyze the significance of each factor on the success of a firm's online marketing approach. Further, the classification scheme is used to discuss decision support implications.

Original languageEnglish (US)
Pages (from-to)383-393
Number of pages11
JournalDecision Support Systems
Issue number4
StatePublished - Jan 2000

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Information Systems and Management


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