Exploratory Study on the Perceived Importance of Various Features of the Internet Service as Influenced by the Perceived Necessity of the Internet and the Size and Type of Small Businesses

Exploratory Study on the Perceived Importance of Various Features of the Internet Service as Influenced by the Perceived Necessity of the Internet and the Size and Type of Small Businesses

Minh Q. Huynh (Southeastern Louisiana University, USA) and Avinash M. Waikar (University of Oklahoma, USA)
DOI: 10.4018/978-1-60566-910-6.ch020
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Abstract

In the new era of e-commerce, small businesses have emerged as the driving force because these firms comprise a significant proportion of economic activity. The spending of small businesses on IT activities continues to grow as they rely more and more on the Internet to be competitive. All these indicate a potential lucrative market for Internet Service Providers (ISPs) to serve small businesses. But how to do so? This study attempts to identify Internet service features that are important to small businesses as a way for the ISPs to exploit this potential lucrative market. It explored how various features of the Internet service were associated with the “perceived necessity” of the internet and the “size” and “type” of small businesses. Understanding these associations might help the ISPs better package their service and more successfully serve their small business clients.
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Market Background

Before we can explore the small business market potential, we need to assess a few important indicators of this market. We will review available literature to address the following questions. Is there a need for ISPs among small businesses? If so, what are some of the applications that small businesses are using? How much do these small businesses spend on IT?

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