7th tie



Figure 11.9 Levels of sophistication of technology adoption

Source: DTI International benchmarking study 2004,

Figure 11.9 Levels of sophistication of technology adoption

Source: DTI International benchmarking study 2004,

Table 11.3 Levels of web site development

Level of Internet adoption

Online development

Strategic contribution

Level O - e-mail adoption

e-mail account(s) but no web site.

Limited to internal and intra-organisational communications. Very limited resource implications.

Level 1 - Internet presence

Level 1 - Internet presence

Occupying a domain name or simple web sites providing mainly company information and brochures, therefore tending to be static content and non-strategic in nature.

Initial Internet presence. At this stage experimentation is taking place to build skill / knowledge base. Practically, implementation of technology is still in progress. Limited resource implications.

Level 2 - prospecting

Web sites provide customers with company information, product information (as level 1) plus news, events, interactive content, personalised content, e-mail support, and simple search.


At this point growth and development begins - providing potential customers with access to the products with minimal information-distributing cost. Growing resource implications.

Level S - business integration

Web sites at this level are more complex with added features for interactive marketing, sales ordering, online communities and secure transactions. Also includes more sophisticated versions of features found in levels 1 and 2, e.g.more comprehensive information and search facilities.


At this point integration begins to pull together business processes and business models. Internet strategy becomes interlinked with a firm's business strategy. Business support, as well as cross-functional links between customers and suppliers are developing.

Level 4 - business transformation

At this level the Internet-based activities are central to the organisation, transforming the overall business model throughout the organisation.


At this level transformation starts to take place. Internet-based operations shape the organisation's business strategies and are used to focus on building relationships and seeking new business opportunities.

Source: adapted from Teo and Pian (2003)


1 Suggest three different marketing objectives that an organisation operating in the B2B sector might identify to guide the company's use of Internet technologies.

2 Choose one of the objectives proposed in your answer to question 1 and develop an argument as to why an organisation might make this particular choice. Particularly, focus on the factors that might influence the choice of marketing objectives.

3 Apart from organisational size, suggest other factors that might influence the level and extent of Internet and web adoption.

4 Suggest ways a market-orientated B2B company operating in industrial printing markets might be using Internet technologies

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