Title: A comparative analysis of best practices in electronic commerce strategies

Authors: Nathan A.C. Swanson, David C. Yen, Douglas Havelka

Addresses: Department of Decision Sciences and MIS, Richard T. Farmer School of Business, Miami University, Oxford, OH 45056, USA. ' Department of Decision Sciences and MIS, Richard T. Farmer School of Business, Miami University, Oxford, OH 45056, USA. ' Department of Decision Sciences and MIS, Richard T. Farmer School of Business, Miami University, Oxford, OH 45056, USA

Abstract: During the late 1990s, the tech bubble of the Silicon Valley grew to levels far beyond analysts| expectations. It was believed that electronic commerce (EC) would be the panacea of the marketplace and that industries that implemented EC would reap exponential financial rewards. However, this chimerical belief was short lived and the early 2000s have led to mass re-evaluation of EC strategies and how they are measured. Interpretations of various factors such as brand management, channel conflict and competitive strategies are discussed at length to serve as a best practices guide for EC success.

Keywords: channel conflict; click stream analysis; customer expectations; electronic commerce; internet; ROI; success factors; SWOT analysis; best practice; e-commerce strategy; e-business; electronic business; brand management; competitive strategies.

DOI: 10.1504/IJEB.2005.007278

International Journal of Electronic Business, 2005 Vol.3 No.3/4, pp.356 - 377

Published online: 30 Jun 2005 *

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