The Theory Behind the Role of Leverage and the Strategic Alignment of Organisations while Creating New Markets (Internet Marketing and E-Commerce)

Abstract

This chapter will use the interpretive approach to research as an alternative to the more traditional positivist approach. By using the interpretive approach this chapter refers to such procedures as those associated with inferential statistics, hermeneutics, and phenomenology. The framework proposed is to formulate a specific goal (the Internet, e-commerce and Internet marketing), subject to certain constraints. This approach will call for the active role of people in strengthening a truly collaborative research effort to maintain a peaceful coexistence between all the boundaries. Behaviours such as pointlessness, absurdness or confusion can play a role during the alignment of the strategies in the organization. The phenomenological approach will therefore help with the validity of the interpretation that this chapter will conduct.