Abstract
Information intensity (cf., McFarlan 1984; Porter and Millar 1985), regarding an organization’s products and value chain, is suggested as a paradigm that can be used to understand the marketing activities of organizations on the World Wide Web. An organization’s infonnation intensity of product offering and value chain may detennine their Web site design. Web site design characteristics, such as media richness, promotional activities, online sales, etc., may be more effective when matched with the infonnation intensity aspects of the firm.
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