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


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.

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