Exploring Marketing Orientation Influences on Internet Adoption in the U.S. Lumber Industry

Richard Vlosky  |  12/15/2008 11:30:04 AM

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Successful Internet-based business practice adoption and implementation is contingent on a number of factors. In this paper, we examine the influence of corporate culture on Internet adoption. Although not all results were statistically significant, all were directionally as hypothesized with a high marketing orientation being more positively correlated to perceived Internet implementation effectiveness.
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