Abstract

Web agencies are firms which develop web based models for companies. These models vary from simple web pages through on-line marketing techniques all the way to full process integration to payment solutions. The operation of web agencies raise several dilemmas: for instance how pricing of such services are set, what type of technology they use and what type of carrier path they provide for the job market. After looking into the question in Hungary we realized that there are several questions unanswered regarding the web development industry. First, there is no information about the market in terms of the number of companies and their impact on e-commerce in Hungary. Secondly, we have no information on how technology is organized and aligned for value creation in this industry. In our research we explored the Hungarian web agency industry in terms of the numerical size of the market, structure of value creation activities and how technologies together with HR skills create organizational capabilities for web agencies.

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