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Erschienen in:
2009 | OriginalPaper | Buchkapitel
Matching E-tailing Strategies to Customers’ Behaviour: Three Levels of Interaction
verfasst von : Bela Florenthal, Aviv Shoham
Erschienen in: Electronic Markets
Verlag: Palgrave Macmillan UK
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Several frameworks have been suggested to describe the range of business strategies that companies may employ in the fast-evolving electronic marketplace. These have included descriptions of strategies such as the use of recommendation agents and e-customisation (Ansari et al., 2000; Ansari & Mela, 2003; Häubl & Murray, 2003). However, these frameworks have not distinguished between strategies that are specific to e-tailing and those which may be used in a more general business context, for example by manufacturers who have an online presence. This distinction is important because innovative and unique e-tailing modes of operation (exemplified by companies such as Priceline.com) have recently emerged to improve competitiveness in this volatile market (Kalyanam & McIntyre, 2002; Yadav & Varadarajan, 2005).