2015 | OriginalPaper | Buchkapitel
Exploring the Implications of the Digital Revolution for Firms’ Product Policy
verfasst von : Julien Lévy, Emmanuelle Le Nagard
Erschienen in: Global Perspectives in Marketing for the 21st Century
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The development of the Internet has raised new Issues about Its Impact on the structure of markets and the marketing policy of firms. The paper attempts to provide a conceptual framework, In the form of a matrix, to assess the Impact of the digital revolution on firms’ offer policy, according to the nature of Its activities. In a second step, we try to Identify the strategic consequences of dlgltallzatlon on the competitive advantage of firms and the perceived value of Its offer.