Journal of International Information Management


A question facing contemporary entrepreneurs is: How can Electronic Commerce be used to exploit business opportunities now available through highly efficient electronic markets? This study aims to answer that question. Although the Internet is increasingly being adopted to market products and services, little academic attention has been paid to its linkages with database technology. This research used focus groups and convergent interviews to develop a framework illustrating how firms use the Internet and database technology for strategic advantage. Results revealed that integration of Internet and database marketing enhances the effectiveness of EC's potential, offering such benefits as increased accuracy and speed, cost saving, and more importantly greater interaction and better relationships with customers; thus providing more effective application of existing and emerging technologies. The extent, degree and speed of communication enabled by the Internet makes it a synergistic component of an effectual database marketing strategy. Findings from this research have implications for both theory and practice providing strategies to achieve optimal results through the integration of Internet and database technologies.