Information Intensity: A Paradigm for Understanding Web Site Design

AbstractInformation intensity (cf., McFarlan 1984; Porter and Millar 1985), regarding an organization's products and value chain, is suggested as a paradigm that can be used to understand the marketing activities of organizations on the World Wide Web. An organization's infonnation intensity of product offering and value chain may detennine their Web site design. Web site design characteristics, such as media richness, promotional activities, online sales, etc., may be more effective when matched with the infonnation intensity aspects of the firm. Additional informationNotes on contributorsJonathan W. PalmerJonathan W. Palmer (Ph.D., Claremont), is an assistant professor of Decision and Information Technologies in the Robert H Smith College of Business at the University of Maryland in College Park. His research areas include the strategic use of infonnation technology, electronic commerce, virtual organizations, digital documents, and the use of information technology in retailing. His work has appeared in Communications of the ACM, The Information Society, European Management Journal,International Journal of Electronic Markets, The Virtual Workplace, Innovation and Diffusion of Information Technology, and in conference proceedings.David A. GriffithDavid A. Griffith (Ph.D., Kent State University), is an assistant professor of Marketing in the Michael F. Price College of Business at the University of Oklahoma in Nonnan, Oklahoma. His research interests are in the areas of electronic commerce,international marketing strategy, and cross-cultural relationship development. His research has appeared in Marketing Management, Business Horizons, Communications of the ACM, Journal of World Business, Long Range Planning, Journal of Marketing Channels, Journal of Global Marketing, Marketing Intelligence and Planning, The International Executive, as well as various national and regional proceedings.