Abstract
Australia and New Zealand enjoy high per-capita internet usage and have a small group of organizations that have succeeded globally on the web despite less capitalization and fewer resources. The author, a web pioneer and identity expert, examines how they have instead leveraged brands and intellectual capital, and looks at implications for all rms wishing to incorporate a web element to their marketing.
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© 2001 Springer-Verlag Berlin Heidelberg
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Yan, J. (2001). Online Branding: An Antipodean Experience. In: Kim, W., Ling, TW., Lee, YJ., Park, SS. (eds) The Human Society and the Internet Internet-Related Socio-Economic Issues. HSI 2001. Lecture Notes in Computer Science, vol 2105. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-47749-7_15
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DOI: https://doi.org/10.1007/3-540-47749-7_15
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