The full text of this article:

Generic strategies for business-to-consumer e-commerce
by Youlong Zhuang, Albert L. Lederer, Terry L. Childers
International Journal of Electronic Business (IJEB), Vol. 4, No. 6, 2006
Abstract: Business-to-consumer e-commerce is increasing rapidly, thus prompting researchers and managers to speculate about the e-commerce strategies retailers apply. This study used a web-based survey to identify the benefits of 458 retail sites. Cluster analysis found Cost Leadership and Differentiation strategies. Differentiation followers realised profit through their site by emphasising Customer Service benefits, while Cost Leadership followers realised it through Market Expansion. Neither group achieved greater profit. The research thus contributes by showing that different e-commerce strategies lead to different benefits. It thus provides a basis for future study of the differences between the outcomes from e-commerce strategies.

is only available to individual subscribers or to users at subscribing institutions.

Pay per view: If you are not a Subscriber and you just want to read the full contents of this article, please click here to purchase online access to the full-text of this article. Please allow 3 days + mailing time. Current price for article is Thirty Euros (€30)

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Business (IJEB) journal, that have been redirected here, please check if you have a registered username/password subscription with Inderscience. If that is the case, please Login:

If you are not yet a Subscriber to International Journal of Electronic Business (IJEB) journal, you can subscribe by following a few simple and quick steps. A subscription will give you complete access to all articles in the current issue, as well as to all articles in the previous three years, where applicable. Click here to subscribe.

Should you experience further difficulties or have any enquiries, please email subs@inderscience.com