Spanish shoe companies on the Internet

Abstract: The Internet is changing the way of conducting business. Many companies are
developing a presence on the Web with extensive Web sites. This thesis aims
to provide a better understanding of what Spanish shoe companies are doing
on Internet. These companies have traditionally used other marketing
channels and the Internet is a relatively new channel for them. This new
opportunity provides the companies with other ways to develop relationships
with customers. The purpose of this thesis is to investigate how they are
doing with this new opportunity in this new World of communication.

To reach the purpose we have studied two Web companies within the Spanish
shoe manufacturing industry. More specifically, our research questions
focus on the objectives of Web sites, how these Web sites can be described
and how the Web sites are used to gain customer feedback. Our study
indicates that Spanish shoe companies use the Web site to increase brand
awareness, improve customer service and to expand the market of the company.