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Positioning in Cyberspace: Evaluating Telecom Web Sites Using Correspondence Analysis

Positioning in Cyberspace: Evaluating Telecom Web Sites Using Correspondence Analysis

Pierre Berthon (University of Bath, UK), Layland Pitt (Curtin University of Technology, Australia), Michael Ewing (Curtin University of Technology, Australia), B. Ramaseshan (Curtin University of Technology, Australia), and Nimal Jayaratna (Curtin University of Technology, Australia)
Copyright: © 2001 |Pages: 9
DOI: 10.4018/irmj.2001010102
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Abstract

The growth of presence in the marketspace of the Web has been exponential, both in general and within specific industries. While the academic literature on the phenomena is still in its infancy, there exists a pressing need to establish methodologies to evaluate and map Web sites within and between industries. With the exception of a few notable papers little or no theoretical, descriptive, or normative research has been conducted into Web site positioning and evaluation. This article goes a little towards addressing this lacuna. Specifically, Web sites from the Telecom Industry are evaluated and mapped using correspondence analysis. The technique of correspondence analysis and the interpretation of the maps produced are described in detail. The implications for management are also discussed.

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