Author(s)

D.A. Karayanni

Abstract

This paper addresses the question of why some organizations may successfully involve the Internet in their marketing strategies, whereas others do otherwise. The basic assumption of our study is that a firm’s adoption of the Internet may be related to its organizational culture. Thus, this study intends to identify the relationship between a firm’s culture and the profitable use of the Internet by its organizational members. Hypotheses stemming from both the organizational culture and the Internet streams of research are tested using correlation and a series of T-tests analyses that were performed upon data selected from 150 business-to-business international organizations with a presence on the World Wide Web. The research results showed that both use intens

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