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ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JUNE 2011 VOL 3, NO 2 References Allee, V. (2003). The Future of Knowledge: Increasing Prosperity Through Value Networks. Boston: Butterworth-Heinemann. Choi Chong, S (2006). KM critical success factors A comparison of perceived importance versus implementation in Malaysian ICT companies, The Learning Organization Vol. 13 No. 3, pp. 230-256 European Commission. Mobilising the Brainpower of Europe: Enabling Universities to Make their Full Contribution to the Lisbon Strategy. COM (2005) 152 Final. European Commission. Brussels. European Commission.“Innovation policy in a knowledge-based economy”. Merit Study commissioned by the European Commission Enterprise Directorate, (2000). Garnett. Jonathan. Work based learning and the intellectual capital of universities and employers. The Learning Organization. Volume 8. Number 2. (2001), pp. 78-81. Lee, H and choi, B, knowledge management enablers, process and organizational performance: an integrative view and empirical examination, journal of management information systems, vol. 20, no.1, (2003). Marr, G. Schiuma, A. Neely. Assessing strategic Knowledge assets in e-business, International Journal of Business Performance Management. 4 (2–4), (2002), pp. 279–295 McElroy, M. (1999, April). The knowledge life cycle. Paper presented at the ICM, Miami, FL. Sanchez, M. Paloma and Elena, Susana. Intellectual capital in universities: Improving transparency and internal management. Journal of Intellectual Capital, Vol. 7. No. 4, (2006), pp. 529-548. Sanchez, M. Paloma; Castrillo, Rocío; Elena, Susana. Paper presented at the International Conference on Science, Technology and Innovation Indicators. History and New Perspectives. Lugano 15-17. November, (2006). Schein, E.H., organizational psychology, prentice hall: Englewood cliffs, NJ, (1988). Scott, R,W., Organizations: Rational, Natural, and Open systems, prentice hall, Englewood, London, (1981). Skyreme D.J. developing a knowledge strategy, in strategy watcher, technology support for knowledge management, mid American journal of business, (1998), pp 14-20 Spender, J. C. (2008). Organizational learning and knowledge management: Whence and whither. Management Learning, 39(2), 159-176. COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 216
ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JUNE 2011 VOL 3, NO 2 Impact of Online/Internet Marketing in Enhancing Consumer Experience on Computer Industry (Case of Malaysia) Ramin Azadavar 1 , Solmohammad Bastam 2 ,Hassan Dehghan Dehnavi 3 , Hamed Armesh 4 Mojgan Sharifi Rayeni 5 Islamic Azad University of Tehran 1 (Iran), Multimedia University Malaysia 2, 4 , Islamic Azad University, Yazd, Iran 3 University Technology Malaysia (UTM) 5 Abstract As far as businesses are concerned, the internet has been subject to a variety of experimentations that seek to determine the viability of using the internet to improve business practices in various industries especially in computer industry in Malaysia. One particular aspect of business is that the internet marketing has a great impact on computer industry in Malaysia. This research paper is concerned with making a critical examination of the impact of internet/online marketing on computer industry in Malaysia in enhancing consumer experience. It is understood here that the internet/online marketing is essentially an instrument that can be used for business purpose to increase the customer benefits and decrease the cost of the computer industry or increase the profit of computer industry and also get the customer more loyal to the company by providing good services to the customer and meet the customer requirements. The use of the internet/online marketing in computer industry in recent times has increased in the realm of business. Various companies within the computer industry are now starting to understand the benefits of using the internet/online marketing activities. In this academic research paper, a comprehensive examination will be made in relation to the positive and negative impacts of the internet as a marketing tool for the computer industry in Malaysia. An examination must be made of how the internet affects the marketing activities of the companies that exist in the computer industry and derive the computer industry to the success. Upon doing this, it would then become possible to determine the impact that the internet/online marketing has on computer industry in Malaysia marketing. Keywords: Customer satisfaction, customer trust, customer behavior, computer industry/computer related product, online marketing Introduction The primary aim of this research paper is to critically examine the Impact of online (internet) marketing on computer industry in Malaysia in enhancing consumer experience. The growth of the internet has led to a serious mass of consumers and firms participating in a global online market or e-commerce. Internet has been used as a commercial medium for transaction across the borderless world in computer-mediated environment. The rapid growth of internet usage has transformed its function beyond as a medium of communication to a brand new market arena (Ricciuti, 1995). The internet is an instrument that can be used for many purposes. In recent times, there has been an intense use of the internet in the realm of business, especially marketing. COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 217
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