Significant adoption barriers to commercialization preclude predictable and smooth development of commercial opportunities in this emerging medium. Commercial development of the Web must follow the demand (“demand pull”), instead of being driven by “gold fever.” Firms will reap the benefits of innovation in interactivity by being closer to the customer than ever before.
Predictor: Hoffman, Donna L.
Prediction, in context:In the December 1995 issue of the Journal of Computer-Mediated Communication, Special Issue on Electronic Commerce, Donna L. Hoffman, Thomas P. Novak, and Patrali Chatterjee propose a structural framework for examining the explosion in commercial activity on the Web. They are with Project 2000: Research Program on Marketing in Computer-Mediated Environments, Owen Graduate School of Management at Vanderbilt University. They write: ÒThe Internet, especially that portion known as the World Wide Web, has the potential to change radically the way businesses interact with their customers. The Web frees customers from their traditionally passive role as receivers of marketing communications, gives them much greater control over the information search and acquisition process, and allows them to become active participants in the marketing process. However, significant adoption barriers to commercialization preclude predictable and smooth development of commercial opportunities in this emerging medium. Commercial development of the Web must follow the demand (Ôdemand pullÕ), instead of being driven by Ôgold fever.Õ Firms will reap the benefits of innovation in interactivity by being closer to the customer than ever before.Ó
Date of prediction: January 1, 1995
Topic of prediction: Economic structures
Subtopic: General
Name of publication: Journal of Computer-Mediated Communication
Title, headline, chapter name: Commercial Scenarios for the Web: Opportunities and Challenges
Quote Type: Direct quote
Page number or URL of document at time of study:
www.ascusc.org/jcmc/vol1/issue3/hoffman.doc
This data was logged into the Elon/Pew Predictions Database by: Guarino, Jennifer Anne