Internet‐enabled technology in knowledge‐intensive business services

Patrick McCole (University of Otago, Dunedin, New Zealand)
Elaine Ramsey (University of Ulster, Coleraine, Northern Ireland, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 December 2004


This article reports a study of e‐business adoption among SMEs in the knowledge‐intensive service sector in three countries, the results of which contain a number of practical lessons and some much needed encouragement to laggards. The new spatial possibilities of internet‐based technologies provide a powerful route to innovative marketing strategies. Consequently, organisations of all sizes are finding it necessary to establish a web presence to increase their ability to survive in an increasingly dynamic and competitive business environment. Strategically, firms need to be creative and innovative in order to deal effectively with the e‐marketing opportunities the internet can deliver. The findings of a comparative study conducted in Northern Ireland, the Republic of Ireland and New Zealand provide evidence of primitive and localised exploitation of the technology, a general lack of enthusiasm about its possibilities, and a perception that there are many barriers to successfully adding value at the customer interface. It is hoped that the somewhat pessimistic tone of the analysis will be taken as an opportunity to win competitive advantage in the knowledge‐intensive service sector, rather than a reason to postpone adoption of internet‐enabled technology.



McCole, P. and Ramsey, E. (2004), "Internet‐enabled technology in knowledge‐intensive business services", Marketing Intelligence & Planning, Vol. 22 No. 7, pp. 761-779.

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Copyright © 2004, Emerald Group Publishing Limited

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