TY  - JOUR
AB  - The Internet is rapidly changing the way in which information is displayed and accessed on a global level. Taking into consideration the new communication opportunities offered on line, businesses will be forced to alter both their internal and external communication strategies, and be prepared to flow with the changes. One of the sectors that can benefit from the global expansion of Internet communications is biotechnology. In order to understand the on‐line corporate communication model used by biotechnology companies, the Internet sites of 600 firms were accessed and analysed. The data presented highlight the type of on‐line messages, their function (marketing or PR oriented), the targeted audiences, and the level of on‐line interaction provided by the company’s site. Finally, the interpretation of results concludes with an integrated on‐line communication model for biotechnology companies.
VL  - 5
IS  - 1
SN  - 1352-2752
DO  - 10.1108/13522750210414472
UR  - https://doi.org/10.1108/13522750210414472
AU  - Ranchhod Ashok
AU  - Gurãu Cãlin
AU  - Lace Jonathan
PY  - 2002
Y1  - 2002/01/01
TI  - On‐line messages: developing an integrated communications model for biotechnology companies
T2  - Qualitative Market Research: An International Journal
PB  - MCB UP Ltd
SP  - 6
EP  - 18
Y2  - 2021/01/25
ER  -