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The power of word-of-mouth: How internet entrepreneurs can capitalize on the Internet-of-Things

Strategic Direction

ISSN: 0258-0543

Article publication date: 8 May 2017




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


The Internet-of-Things (IoT) is fast changing the landscape of any and every e-commerce project. Both established and start-up organizations need to consider how to adopt their current practices to best fit with, and utilize, the full potential of the IoT. Online entrepreneurs are no longer able to rely on traditional techniques to survive in a brutally competitive market. E-satisfaction, underpinned by customer stickiness and word-of-mouth communication, has to be the primary focus of anyone engaged with the IoT.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2017), "The power of word-of-mouth: How internet entrepreneurs can capitalize on the Internet-of-Things", Strategic Direction, Vol. 33 No. 5, pp. 33-35.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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