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Why e‐business must evolve beyond market orientation: applying human interaction models to computer‐mediated corporate communications

Kevin McCullough Johnston (Kevin McCullough Johnston is at the Derbyshire Business School, University of Derby, Derby, UK.)

Internet Research

ISSN: 1066-2243

Article publication date: 1 August 2001

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Abstract

Seeks to inform the design of corporate communications for e‐business. A critique of market orientation suggests that in the new paradigm of dynamically configured network organisations, a multiplicity of partners requires that the orientation must be broadened to allow dialogue to permeate and coordinate the network. It discusses the increasing importance of corporate interaction as companies virtualise. Underlying enablers of effective corporate dialogue are examined by comparing sociological and psychological theories of human interaction and relationship formation with organisational interaction theories of corporate relationship formation. The paper continues by examining human‐computer interaction and concludes by synthesising the literature to create a prototype construct to inform Web site design.

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Citation

McCullough Johnston, K. (2001), "Why e‐business must evolve beyond market orientation: applying human interaction models to computer‐mediated corporate communications", Internet Research, Vol. 11 No. 3, pp. 213-225. https://doi.org/10.1108/10662240110396937

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MCB UP Ltd

Copyright © 2001, MCB UP Limited