Prioritising Research Agenda For E-Commerce In Malaysia

Abstract

The recent advent of World Wide Web has changed the traditional marketing paradigm in a dramatic way. Under a computer-mediated marketing framework the operations are no longer controlled by boundaries and time constraints. The new paradigm provides firms the whole wired world as potential market to capture. This is the underlying rationale for the Malaysian e-commerce policy or marketing in a "computer-mediated-environment" in Malaysia. Although, the concept of e-commerce is relatively new in this country, but, it was widely accepted marketing medium among the developed nations. Whether Malaysia is able to reap the benefits of e-commerce largely depends on various factors ranging from the infrastructures, the skill base, the critical mass of internet users, legal policy and so on. Understanding the nature of the relationship and the significance of these factors require a good amount of research in the industry perspectives. This paper attempts to provide some guidelines about the research priorities in marketing of Malaysian produce and products under a computer-mediated-environment; taking into account the local and peculiarities of the firms and consumers' behaviour. In this respect the current paper draws literatures about e-commerce experiences of other countries for the purpose of benchmarking. The preliminary conclusion drawn from these literatures suggest that e-marketing outcomes are major reduction in transaction costs and an increase in productivity; which in turn radically change the traditional market structure, behaviour and performance framework. While it is envisaged that the private sector will take the lead role in the development of e-marketing in Malaysia, the government has a bigger role in ensuring its sustainability. The major research issues in economics and marketing are: the competitiveness of the related industries to allow higher investment in bandwidth and high-technology, integration of physical and online marketing, the economics of network management, characteristics and perception of the community on e-commerce, market and commercial governance, the current and future skill of the community, monitoring the changes in marketing functions and intermediary roles and providing macro indicators to measure the market.