Assesing Web-Enabled Interactivity: An Audit Tool
Barbara Marcolin (University of Calgary, Canada), Nicole Coviello (University of Auckland, New Zealand) and Roger Milley (Shell Canada Limited, Canada)
Copyright: © 2007
As business models evolve to integrate technology with organizational strategy and marketing, the application of Web technology to facilitate end-user interactions, or what we call Web-enabled interactivity, has become increasingly important to customer relationships. This article develops and introduces the Web-enabled Interactivity Self-Evaluation tool (referred to as WISE). Two case studies are used to illustrate how managers can use WISE to develop a thorough, easily communicated profile of their Web-enabled interactivity capabilities upon which competitive positioning assessments can also be made. The information generated by the audit process is intended to help firms enhance their interactive communication with Web site users in a market-oriented manner.