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Help or hype?

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Date Issued:
2009
Summary:
International development literature suggests that Internet marketing has the potential to play an important role in rural development. Despite the abundant theoretical support for incorporating Internet marketing into development strategies, there is little empirical evidence regarding whether Internet marketing actually generates development. This thesis helps fill this gap in the literature by investigating whether one Internet marketing application associated with development, competitive-online auctions (COAs), contributes to growth and poverty reduction. An analysis of price premiums earned in Latin American specialty coffee auctions and interviews with participating coffee farmers suggest that this application's strength lies in its ability to catalyze development; it provides the foundation from which farmers can pursue above-market prices, access new markets, and improve local living conditions. However, evidence also emphasizes that COAs do not inevitably advance development goals because their ability to do so is contingent on external factors, including the actions taken by individual farmers.
Title: Help or hype?: the role of Internet marketing in rural development strategies.
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Name(s): Klaas, Kathryn
Harriet L. Wilkes Honors College
Type of Resource: text
Genre: Thesis
Issuance: multipart monograph
Date Issued: 2009
Publisher: Florida Atlantic University
Physical Form: electronic
electronic resource
Extent: v, 83 leaves : ill. ; 29 cm.
Language(s): English
Summary: International development literature suggests that Internet marketing has the potential to play an important role in rural development. Despite the abundant theoretical support for incorporating Internet marketing into development strategies, there is little empirical evidence regarding whether Internet marketing actually generates development. This thesis helps fill this gap in the literature by investigating whether one Internet marketing application associated with development, competitive-online auctions (COAs), contributes to growth and poverty reduction. An analysis of price premiums earned in Latin American specialty coffee auctions and interviews with participating coffee farmers suggest that this application's strength lies in its ability to catalyze development; it provides the foundation from which farmers can pursue above-market prices, access new markets, and improve local living conditions. However, evidence also emphasizes that COAs do not inevitably advance development goals because their ability to do so is contingent on external factors, including the actions taken by individual farmers.
Identifier: 438102084 (oclc), 209992 (digitool), FADT209992 (IID), fau:1366 (fedora)
Note(s): by Kathryn Klaas.
Thesis (B.A.)--Florida Atlantic University, Honors College, 2009.
Bibliography: leaves 75-79.
Electronic reproduction. Boca Raton, Fla., 2009. Mode of access: World Wide Web.
Subject(s): Internet marketing -- Latin America
Small business -- Computer network resources
Developmental economics -- Latin America
Rural development -- Latin America
Information technology -- Economic aspects
Held by: FBoU FAUER
Persistent Link to This Record: http://purl.flvc.org/FAU/209992
Use and Reproduction: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Owner Institution: FAU

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