Each of the chemical companies has different reasons for becoming a pioneer. It's basically a way to get in touch with 30 million people for a very low cost. Thousands of different users have accessed the site since October, says Moore. Customers, competitors, and academics have signed onto the electronic guest book with messages and questions. Moore can forward a message depending on its content - for example, to a product manager or the environmental department.
Messages range from queries on job opportunities to new technology proposals.
Being on the Internet also creates goodwill, says Moore. Along with product information, technical information, financial information, news releases, and text of speeches given by corporate officers, the Monsanto site includes information on the company's philanthropic activities and environmental improvement. GE Plastics was looking for a better way of communicating with customers, says Richard D. Pocock, general manager of marketing communications. He considered sending customers compact discs full of information, but dropped the idea for the more responsive Internet when user-friendly access was introduced. GE Plastics bounded onto the Internet in October and now has 2,000 pages of technical information on-line.