Events KIBS on the business services market – a netnography analysis
Events KIBS on the business services market – a netnography analysis
Author(s): Krzysztof Borodako, Jadwiga Berbeka, Michał RudnickiSubject(s): Economy, Business Economy / Management, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: business services; KIBS; netnography; Internet; search engine marketing; competition
Summary/Abstract: Two important roles of KIBS, knowledge sources for innovation and the recognisability of Internet offers for these kinds of services, are rarely amalgamated. To fill this gap, both research streams were integrated to investigate the level of interest in specific types of KIBS services in the online environment. To achieve this goal, a netnography analysis has been used. As a result of the analysis of the KIBS offer on the Internet, the following groups of KIBS were identified: leaders, advanced, promising and professional niche. The level of competition among firms in KIBS industry was additionally measured by introducing a KSD (Keyword Search engine optimisation Difficulty) parameter.
Journal: European Journal of Service Management
- Issue Year: 27/2018
- Issue No: 3/1
- Page Range: 7-14
- Page Count: 8
- Language: English