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Strategies employed by e-commerce firms in Portugal : an empirical investigation

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Detalhes bibliográficos
Resumo:A survey integrating different theoretical views of value creation was developed, then sent to Portuguese e-ommerce firms to assess the underlying dimensions and the most important characteristics of their e-Commerce strategies. The survey was sent to 188 firms in 2007 and repeated in 2010 to validate the results, obtaining a total sample of 62 e-Commerce firms. Through factorial analysis, three e-Commerce strategy dimensions were identified: one relates to differentiation via marketing based on reputation and brand identification, in which advertising and innovation in marketing techniques and methods are important; a second differentiation dimension focuses on product development and is supported by technical capabilities; and a cost leadership dimension which uses strategic networks to obtain economies of scale and scope, and exploits technological advancements to reduce transaction costs.
Autores principais:Torres, Pedro Marcelo
Outros Autores:Lisboa, João Veríssimo; Yasin, Mahmoud M.
Assunto:E-commerce strategy value creation virtual markets
Ano:2011
País:Portugal
Tipo de documento:artigo
Tipo de acesso:acesso aberto
Instituição associada:Universidade de Lisboa
Idioma:inglês
Origem:Repositório da Universidade de Lisboa

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