Internet marketing, as a key area of e-commerce, plays an important role in SMEs’ e-commerce success. It is the use of Internet technologies in facilitating and supporting marketing activities. Its implementation and success require expert knowledge and extensive experience. SMEs admit that they are willing to embrace Internet marketing to enhance their business competitiveness, but do not know where to start and suffer from a lack of guidance. Evidence suggests that Internet marketing analysis is one of the most needed areas of training in e-commerce for SMEs. It is therefore evident that SMEs need to acquire Internet marketing knowledge from external sources. However, the majority of the literature fails to study what specific knowledge they need and from whom they should acquire the knowledge. This paper has addressed these issues through a questionnaire survey of UK SMEs in the service sector. It identifies SMEs’ specific transfer needs for Internet marketing knowledge, and discusses strategic issues for improving SMEs’ effectiveness of leveraging knowledge.
|Title of host publication||Proceedings of KMAC2006, the Knowledge Management Aston Conference 2006|
|Editors||John S. Edwards|
|Publisher||Operational Research Society|
|Number of pages||13|
|Publication status||Published - 2006|
|Event||Knowledge Management Aston Conference - Birmignham, United Kingdom|
Duration: 17 Jul 2006 → 18 Jul 2006
|Conference||Knowledge Management Aston Conference|
|Period||17/07/06 → 18/07/06|
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- internet marketing
- knowledge transfer