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International Journal of Electronic Trade (2 papers in press)
The future of online marketing strategies and digital tools: new challenges and contributions to RACE framework
by Andrea Sestino, Maria Irene Prete, Luigi Piper, Gianluigi Guido Abstract: The purpose of this study is to examine the opportunities resulting from online interactions, by shedding light on the most prominent topic in the field of online marketing. A systematic review of academic studies published in the past 15 years (20052020). Results systematised according to the RACE (reach > act > convert > engage), revealed useful insights, challenges and opportunities in terms of digital strategies, online business approaches, knowledge exploitation, product customisation and differences in online product purchasing (low-touch, high-touch and embarrassing products). Moreover, the study also highlights how consumers engagement strategies
should consider recent threats such as web effects (pathological internet usage sometimes falling into the category of internet addiction) by managing consumers online presence, ethical and privacy concerns, and finally online behaviour monitoring in terms of expected response time in customer services, and negative word-of-mouth containment. Keywords: business strategies; digital marketing; e-commerce; online consumer behaviour; online product purchase; web effects; word-of-mouth.
Digital Transformation of B2B Commerce Identification of Patterns based on Successful Case Studies by Matthias Lederer, Jan-Gerd Bruns, Patrick Schmid Abstract: The digital transformation of transaction processes is often studied for end-customer commerce. However, studies show that in the B2B environment, many opportunities for digitalisation remain unused. Based on a qualitative comparison of 80 real and successful company cases, this study derives eight patterns of how companies can shape digital transformation. These approaches, such as the meaningful expansion of channels, the reduction of transaction costs or the shift of transactions to markets, can serve practitioners as guidance for their own transformation projects. Academics can use this database for further analyses of success patterns. Keywords: Digital transformation; B2B Commerce; Transaction processes; Case studies.