How Can Internet Service Providers Tap into the Potentially -Lucrative Small Business Market?

How Can Internet Service Providers Tap into the Potentially -Lucrative Small Business Market?

Avinash Waikar (Southeastern Louisiana University, USA)
DOI: 10.4018/978-1-60566-086-8.ch017
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Abstract

Small businesses need Internet service to be competitive, and their spending on IT activities continues to grow. How can Internet Service Providers tap into this potentially lucrative market? This study attempts to identify Internet service features that are important to small businesses. Specifically, it used a survey method to explore the relationships between the importance of various features and organizational characteristics of small businesses, for example, size and type of business. The results show that the size of business affects the perceived importance placed on certain features, while the type of business does not. Implication of this finding for packaging Internet service is discussed.
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Conceptual Background

Figure 1 shows a research diagram used to seek answers to the questions in this study. It consists of three major variables: “size of business”, “type of business”, and the “perceived importance of various Internet service features”. In this section, we will discuss some of the justifications for these variables, including their descriptions and significance.

Figure 1.

The association between “size” and “type” of business and the perceived importance of various Internet service features

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