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economic benefits, and to indicate that increased sales can only
be considered as one indicator of success.
The content dimension of an Internet strategy identifies the main
uses of an SME website. This component enables an SME to
clarify what the site started with; its current major uses, what the
site is for and future plans for the site.
The process component is basically a method to identify whether
the initiation and leadership of the strategy was from the CEO
level or further down the chain of command and whether the
site was built utilizing internal or external expertise.
Finally, the functional component of Internet strategy examines
the functions of the website. This could incorporate business-tobusiness
electronic commerce, business-to-consumer electronic
commerce, or the implementation of a method for increasing
and retaining customers.
The majority of SMEs do not employ information technology
managers or specialists and information technology decisions and
operational factors tend to be relegated to the realm of the
accountant, manager or owner/operator and are mostly seen as a
peripheral and sometimes annoying business factor. This lack of
internal IS expertise also impacts on the SME sector’s ability to
design, develop and promote websites. As such, SMEs tend to rely
on external consultants to design and implement their websites.
Table 6.5 SME internet strategy (after Cragg 1998)
Goal Example
primary to reach an international market
secondary to market site to potential customers
Content
started with e-mail, catalogue, order form
major use marketing/promotion
WWW site for product distribution
future plans introduce new functions
Process
led by owner/manager
whose initiative internal
built external
Function
functions of site business-to-business, business-to-consumer