Marketing and organisational evaluation of rural firms in the internet

Abstract

Internet has become a successful way to promote a firm and it provides the firms’ managers a key point in organisational and marketing functions through incorporation of e-marketing activities, total quality management and corporate social responsibility in corporate website. Since many firms already have an enhanced internet presence, this paper aims to evaluate the marketing and organisational functions in a corporate website as to further decide for website’s improvement and innovation. As a case study, the agri-food sector in Greece was selected. Thirty Greek big agri-food firms were studied, analysed and were categorised taking into account six marketing and organisational criteria in their corporate websites. Through factor analysis, it was provided a three-factor model, to be used as a validated determinant that can be applied in wider context. Business managers can use this three-factor model to decide on the current marketing and organisational functions adoption in the corporate website and decide to proceed in website development and upgrading.