Why e-business must evolve beyond market orientation, Applying human interaction models to computer mediated corporate communications

摘要

Seeks to inform the design of corporate communications for c-business. A critique of market orientation suggests that in the new paradigm of dynamically configured network organisations, a multiplicity of partners requires that the orientation must be broadened to allow dialogue to permeate and coordinate the network. It discusses the increasing importance of corporate interaction as companies virtualise. Underlying enablers of effective corporate dialogue are examined by comparing sociological and psychological theories of human interaction and relationship formation with organizational interaction theories of corporate relationship formation. The paper continues by examining human-computer interaction and concludes by synthesising the literature to create a prototype construct to inform Web site design. 226-234 Despite the rapid growth of the World Wide Web in the last several years few studies have appeared in the literature assessing Web sites' efficacy. This paper provides an original Web Assessment Index, focused on four categories: accessibility, speed, navigability h and con tent. The scoring mechanism is explained and the index is applied to assess the Web sites of all Spanish universities. Finally, conclusions and implications derived from this study are presented.