To understand the strategies inherent in "Push"
technology, it is essential to comprehend fully what constitutes Push technology.
Most observers and analysts see the
technology as the logical extension of the interactivity of the Web as oppose to the passivity of TV and other forms of mass media (Hoffman & Novak, 1995,1996; 1997; Paone, 1997; Stone, 1997; Wilder & Hibbard, 1997). This push model was a paradigm shift attributed to the 1995-1996 era when TV and Radio, with their one-way message stream to consumers was replaced with techniques of
information delivery to a many-to-many interchange between and among firms and consumers.