How Does the Company Manage It? Analyzing the typology of the Company-Websites for Marketing in Japan

要約

The purpose of this study is to explore the structure of web use by Japanese incumbent companies in order to understand what types of company-websites have been built under what types of management models (packaging of Plan, Do and See) , in Japanese industrial society. First, the in-deterministic character of the technology, which gives us a theoretical perspective, is described in the subsequent section. It is followed by our research results that reveal two Japanese incumbents’ typical management models of company-websites for marketing (“Market-type” and “Community-type”) have emerged. Finally, the implications and limitations of our research are explained.