![]() CyberTown - () A cyber community offering a virtual life to net citizens, including a cyber mall, virtual chat rooms, 3D games, and various information resources.Įach case description gives a brief business description, a summary of how the site was developed and an assessment of how the site is operating today. Loren Data Corporation (LDC) - () A consulting company, specializing in the offering of ED1 services to governmental contractors. ![]() The International Bengal Cat Society (TIBCS) - () A home based, cat breeders organization. Specifically, the cases include: The Santa Monica Bay Restoration Project (SMBRP) - (http:nAn environmentalist coalition of scientists, activists and government officials promoting the clean-up of Santa Monica Bay. This paper examines four business web endeavors and looks for insights from Lavidge and Steiner s Hierarchy of Effects Model (1961) to offer guidance to other web businesses. The question remains what heuristics exist that can help businesses market products and services successfully on the Internet. In a 1995 study of 290 commercial web sites, Thompson and Kaul conclude that companies are not using existing marketing theory or strategic logic to promote their businesses. (1996)) about the impact of the Internet in relation to Michael Porter s work on markets and strategy. ![]() ![]() What can businesses expect from their lnternet investments and marketing endeavors? Several papers speculate (Cronin (1994), Guthrie and Austin (1996), Lederer et. to post on servers or to redistribute to lists, requires specific pennission and/or fee SIGCPR 97, San Frnncisco CA USA Copyright 1997 ACM fj-89791-904-l/97/04.sb.xj 20 following the ubiquitous promise of increased sales and product exposure on the Internet. Why? Because they are Permission Lo make digitnllhnrd copies ofall or pall oflhis mnterinl for personnl or ~I LWYXX~~ use is granted without kc provided that the copies arc not made or distributed for profit or commwcial advantage, the copyright notice, the title ofthe public&w nnd its date appear, nnd notice is given that copyright is by permissiw ofthe ACM, Inc. Billboards, television advertisements and radio shows everywhere proudly make reference to their URLs and e-mail connections. A business desiring a web site can pay anywhere from $50 a page (Webs R Us) to a million dollars for an integrated web marketing plan. The number of web site developers has risen to include advertising firms on Madison Avenue and mom-and-pop ventures in local communities everywhere. His response - How come the second bid is so low? Business web site development has become big business. A manager responsible for evaluating the bids was stunned. The first bid that came in was for $700,000. Keywords: Electronic commerce, web entrepreneurship, web marketing Introduction Recently, Toshiba Corporation solicited bids for redesigning their web site. The four cases are described in terms of popular marketing models to gain insight to the business potential of the Internet. Details about the original and eventual purpose of the site, the current business utility and the site success are discussed. Short case descriptions of the four web sites are given. The four sites described in this study are an environmental activist site (Santa Monica Bay Restoration Project), a small business (Bengal Cats), an EDI provider (Loren Data Corporation) and a cybermall (CyberTown). A FlST FULL OF DOLLARS: FOUR CASES OF WEB ENTREPRENEURS Ruth Guthrie University of Redlands, Whitehead College, Redlands CA 92373-0999 David Overoye Visual Edge Productions, Altadena CA 91001 John Gaskins University of Redlands, Whitehead College, Redlands CA 92373-0999 Abstract This paper looks at four distinct, business web sites developed between 19.
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