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New interactive media: experts’ perceptions of opportunities and threats for existing businesses

Arvind Sahay (London Business School, London, UK)
Jane Gould (London Business School, London, UK)
Patrick Barwise (London Business School, London, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 1998

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Abstract

The research reported here takes a complementary approach to the direct user/consumer studies, by measuring experts’ perceptions of the likely impact of new interactive media (NIM) on different product markets. This has two benefits. First, it provides a different (and, arguably, better‐informed) perspective on consumers’ likely future response to NIM from the perspective obtained by direct consumer research. Second, the perceptions of these and other experts will strongly influence firms’ investment in NIM and their applications, which will in turn strongly influence the impact on consumers.

Keywords

Citation

Sahay, A., Gould, J. and Barwise, P. (1998), "New interactive media: experts’ perceptions of opportunities and threats for existing businesses", European Journal of Marketing, Vol. 32 No. 7/8, pp. 616-628. https://doi.org/10.1108/03090569810224029

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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