Internet market strategies: Antecedents and implications

Internet market strategies: Antecedents and implications

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Article ID: iaor20061573
Country: Netherlands
Volume: 43
Issue: 2
Start Page Number: 222
End Page Number: 238
Publication Date: Mar 2006
Journal: Information and Management
Authors: ,
Keywords: e-commerce
Abstract:

The Web is a new market channel that has become a serious alternative to traditional channels. At present, there is little strategy analysis available to guide a company's decision about its involvement in the internet market. In this paper, we differentiate between the internet and traditional market channels and define two fundamental strategies for operating on the internet as: pure and mixed. Based on models of competition in microeconomic theory and resource-based perspectives, we develop a conceptual model for channel selection. We discuss the results and their implications for companies operating on the internet.

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