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.

Online publication date: Fri, 15-Dec-2006

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