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논문투고일：2012년 10월 25일 논문수정완료일：2012년 120월 03일 논문게재확정일：2012년 12월 10일 * 가천대학교 경영학과 외래교수 ** 가천대학교 경영학과 교수, 교신저자 Recently, emergence of smart-phones and Social Networking Service(SNS) would offer the market environment changes and the opportunities for new business. For the case analysis comprehensive survey were implemented. And those data were analyzed along the research framework. The latecomer firms offered differential services, maintained creative and opened corporate culture, shoed learning capabilities which means absorption and organization of external knowledge, innovative efforts to control the insurgents than early-mover firms. When we analyze these phenomena along the developmental stages of latecomer , we can perceive that the stage of latecomers firms were moving from the "tracing the path" stage to "jumping the path" stage which means the creating capabilities were more or less enhanced and the firms become more stable in terms of business operation. In business model, early-mover firms showed clear definition for each business element, especially the revenue structure, while late-mover firms seemed unstable or unclear revenue structure.

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This study examines the key factors which influence the strategic consideration and intention of adoption of internet marketing of small-and-medium sized companies, based on theoretical consideration of innovation diffusion theory and previous studies related.