Finding Sustainable Profitability in Electronic Commerce  

Oleh:

Figueiredo, John M. de

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Sloan: Management Review vol. 41 no. 4 (2000), page 41-54.
Topik: COMMERCE; sustainable profitability; electronic commerce

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS27.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The author argues that to sustain a competitive advantage, Web retailers must align their strategies with the product characteristics and buying practices of customers in their market segment. He divides the dot - com retail market into four segments on the basis of the type of good sold and describes the strategies needed to succeed in each. In the first segment, undifferentiated commodity products, such as barrels of oil, have no brand image, and consumers care little about the seller's identity. It is a buyer's market in which sellers compete on price and delivery. Competitive advantage goes to the low - cost provider with economies of scale, low overhead, low - cost production and efficient distribution. Since entry barriers are low, many competitors will enter these markets and even the slimmest profit margins will be difficult to maintain.

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