E-Mail as a Strategic Tool in Organizations

E-Mail as a Strategic Tool in Organizations

Denise Johnson McManus (Wake Forest University, USA) and Houston Hume Carr (Auburn University, USA)
DOI: 10.4018/978-1-59140-553-5.ch182
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Abstract

During the past decade, strategic information technology (IT) applications, such as electronic mail (e-mail), have been used to gain competitive advantage over rivals or prevent rivals from gaining a competitive advantage. The use of e-mail has been considered a component of overall business strategy, and its application depends more on understanding unique business opportunities than on competitive benefits from technological features that are easily duplicated. Since the first message was sent in 1971 by Ray Tomlinson, e-mail has emerged as an important technological requirement in business. E-mail is as common as the U.S. postal mail in the twentieth century. Businesses, schools, and universities are insisting that employees and students have an e-mail account to check updates or download information concerning business tasks or class activities. Given the widespread acceptance and use of this technology, the strategic value of e-mail within an organization should be apparent.

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