Management context and impact of e‐commerce in the Greek food industries

Increased competition characterises the food sector worldwide, but the potential of e‐commerce (eC) to improve customer satisfaction in the food industries has not been thoroughly studied. Reports on the results of a survey of 48 information systems (IS) and marketing managers from food companies in Greece. Examines the eC management context and investigates how the Internet can offer new opportunities for improving customer satisfaction. The results show that there is potential for customer‐oriented eC applications across the value chain.