4. What factors will govern the Internet contribution that is set for a given organization?
Deciding on the objective can use a form of Kumar or de Kare-Silver test, i.e.
Kumar: online or Internet revenue contribution will be high if:
1. customer access to the Internet is high;
2. the Internet can offer a better value proposition than other media (i.e. propensity to purchase online is high);
3. the product can be delivered over the Internet (it can be argued that this is not essential for replacement);
4. the product can be standardized (user does not usually need to view to purchase).
De Kare-Silver: online or Internet revenue contribution will be high depending on:
1. Product characteristics
2. Familiarity and confidence
3. Consumer attributes.