Title: Generic strategies for business-to-consumer e-commerce

Authors: Youlong Zhuang, Albert L. Lederer, Terry L. Childers

Addresses: Department of Computer and Mathematical Sciences, Columbia College, 1001 Rogers Street, Columbia, MO 65216, USA. ' Gatton College of Business and Economics, University of Kentucky, Lexington, KY 40506-0034, USA. ' Gatton College of Business and Economics, University of Kentucky, Lexington, KY 40506-0034, USA

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.

Keywords: electronic commerce strategies; business strategies; B2C; retailing; business-to-consumer; e-commerce; electronic business; e-business.

DOI: 10.1504/IJEB.2006.011695

International Journal of Electronic Business, 2006 Vol.4 No.6, pp.445 - 462

Published online: 15 Dec 2006 *

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