The rapid growth of the World Wide Web in recent years has opened up a new avenue for companies to market products and services and disseminate information about them. Two hundred and twelve companies which were listed on the Internet Mall responded to an e-mail survey about what they sought from it. A structural equation model is consistent with the view that they seek to gain strategic advantage by using improved customer information to (1) change the way they conduct business and (2) better their customer orientation
Lederer, Albert L.; Mirchandani, Dinesh A.; and Sims, Kenneth, "Marketing on the Web: A Resource-Based Perspective" (1997). AMCIS 1997 Proceedings. 188.