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The online revenue contribution

By considering the demand analysis, competitor analysis and factors such as those defined by 

Kumar (1999), an Internet or 

online revenue contribution (ORC)

 objective can be set. This 

states the percentage of company revenue directly generated through online transactions. An 

indirect online contribution can be stated where the sale is influenced by the online presence 

but purchase occurs using conventional channels. Online revenue contribution objectives 

can be specified for different types of products, customer segments and geographic markets. 

They can also be set for different digital channels such as web or mobile commerce.