Marketing Industrial Products on the Internet

The experiences of three industrial companies that adopted a Web strategy are examined and managers are provided guidelines for enhancing the successful implementation of the Internet into their firm’s day-to-day operations.

Abstract

Electronic media, such as the World Wide Web, are playing an increasingly important role in the global commerce of industrial firms. This article examines the experiences of three industrial companies that adopted a Web strategy and identifies lessons learned in the process. Based on these experiences, managers are provided guidelines for enhancing the successful implementation of the Internet into their firm’s day-to-day operations.