Sensis.Com.Au: An Uprising Star of E-Innovation and E-Entrepreneurship

Abstract

Sensis Search, a young entrepreneurial dot-com launched in 2004, is the first mover in redefining the Australian search market and creates a new paradigm for Internet searches that delivers relevant, quality local, and global results. This chapter focuses on exploring the experiences of Sensis Search and identifying key issues of its operation. Data for this qualitative case study was collected mainly from two primary sources: (i) a documentary research into Sensis’ business reports, online newsletters, memos, agendas, and other official publications, and (ii) an in-depth interview with a senior manager of sensis.com.au. The case study illustrates how Sensis has been managed, how it has succeeded, and what lessons can be learned from its experience.