Critique of Research Article #2-“Data Collection & Analysis”

Critique of Research Article #2-“Data Collection & Analysis”

PART ONE

(1) Has the writer identified the problem…?

This article “The Evolving Role of the Internet in Market Strategy: An Exploration Study” is written by Fareena Sultan and Andrew J. Rohm. In this article, the writers clearly identified the evolution of Internet strategy and factors behind it. Their longitudinal, exploratory investigation is based on the interviews conducted with senior managers of three manufacturing companies; Reebok International, Saturn and AB Dick (Sultan & Rohm, 2004).

On the basis of these interviews, writers identified that Internet marketing involve more than e-commerce and that Internet has evolved as an efficient means for creation of value chain efficiencies, cost reduction, and for the improvement in customer and channel relationship. Writers focused their research on three main areas. First they conducted longitudinal analysis of Internet strategies at firm level. Next, they identified a structural framework of the Internet strategies followed in the companies with changes and its evaluation over time. Finally, they focused on the hurdles faced by the companies in order to implement Internet strategies in the firm (Sultan & Rohm, 2004)

(2) Has the writer presented and defended the significance of this problem…? What do we know …?

Writers begin their research with defining the significance of Internet and its need in the modern world of business and technology. Sultan and Rohm further discussed importance of this study in order to identify issues with the communication medium and the effect of using Internet on the firms in developing trust. This study also highlights that how these Internet strategies were significant in order to achieve their objectives, and to understand different management issues in multiple channels(Sultan & Rohm, 2004). Writers also defended the issues associated with the Internet with the support from previous researches.

Internet is the one of the major source of communication and establishing links in the global market. Ronchi also analyzed the evolution of Internet and its adoption by a number of companies. It has resulted in the advancement of strategies and better control in e-operations, e-marketing and e-services (Ronchi, 2003). There are different firms which have their own history of Internet evolution. Study of implementing Internet strategies and evolution of ecommerce in these firms can provide close understanding of these firms in order to understand not only their evolution, but also hurdles faced by these companies.

(3) Does the writer discussed what is known …?” …there is a gap in our knowledge…

Fareena Sultan and Andrew J. Rohm in their article used a number of previous studies in order to support their research and provide evidences for their understanding. There is sufficient number of sources in order to address a number of issues dealing with the industry structure and importance of implementing Internet strategies. There is also literature used to provide information about product characterization advancements in the online buying offers. There is also literature cited for the understanding of issues related with Internet such as researches by Varadarajan and ...