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The NetOffer model: a case example from the virtual marketspace

Christian Grönroos (Hanken Swedish School of Economics, Finland)
Fredrik Heinonen (Hanken Swedish School of Economics, Finland)
Kristina Isoniemi (Hanken Swedish School of Economics, Finland)
Michael Lindholm (Hanken Swedish School of Economics, Finland)

Management Decision

ISSN: 0025-1747

Article publication date: 1 May 2000

Abstract

Contributes to the development of a model of Internet offerings, labelled the NetOffer model, by analysing data from an Internet‐based case, cinema ticket sales on the Internet. The objective is not to test hypotheses about Internet offerings, but to develop an understanding of the nature of such offerings. The study shows that although Internet offerings in the virtual marketspace can be characterised as services, a model of such offerings is only partly similar to a service offering model from the physical marketplace, the Grönroos Augmented Service Offering model, used as a starting point for the analysis. In the proposed model major features need to be modified or added. The accessibility and interaction elements of service offerings merge into one communication variable and a user interface element is included as an Integral part of an internet offering. The information element of the model is also explicitly emphasised.

Keywords

Citation

Grönroos, C., Heinonen, F., Isoniemi, K. and Lindholm, M. (2000), "The NetOffer model: a case example from the virtual marketspace", Management Decision, Vol. 38 No. 4, pp. 243-252. https://doi.org/10.1108/00251740010326252

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MCB UP Ltd

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