Promoting Interorganizational Connectivity in the Electronics Industry

Mark J. Kay, Ralph DiPietro, Paul Scipione

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


The paper examines business-to-business applications of the Internet, reviewing marketing problems in forming a collaborative industrial “virtual community.” It discusses an Internet start-up venture in the electronics industry and qualitative research undertaken at the annual industry trade show. The problems developing a community of competing industrial firms are analyzed.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages7
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Electronic Marketplace
  • Harvard Business Review
  • Internet Application
  • Marketing Relationship
  • Supply Chain


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