EconPapers    
Economics at your fingertips  
 

STRATEGIES EMPLOYED BY E-COMMERCE FIRMS IN PORTUGAL:AN EMPIRICAL INVESTIGATION

Pedro Torres, João Veríssimo Lisboa and Mahmoud M. Yasin
Additional contact information
João Veríssimo Lisboa: University of Coimbra, School of Economics. ISR- Institute of Systems and Robotics.
Mahmoud M. Yasin: East Tennessee State University, Department of Management & Marketing.

Portuguese Journal of Management Studies, 2011, vol. XVI, issue 1, 43-66

Abstract: A survey integrating different theoretical views of value creation was developed, then sent to Portuguese e-Commerce firms to assess the underlying dimensions and the most important characteristics of their e-Commerce strategies. The survey was sent to 188 firms in 2007 and repeated in 2010 to validate the results, obtaining a total sample of 62 e-Commerce firms. Through factorial analysis, three e-Commerce strategy dimensions were identified: one relates to differentiation via marketing based on reputation and brand identification, in which advertising and innovation in marketing techniques and methods are important; a second differentiation dimension focuses on product development and is supported by technical capabilities; and a cost leadership dimension which uses strategic networks to obtain economies of scale and scope, and exploits technological advancements to reduce transaction costs. Classification- JEL:

Keywords: E-commerce; strategy; value creation; virtual markets (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
https://ejms.iseg.ulisboa.pt/files/2011-Strategies ... al_investigation.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pjm:journl:v:xvi:y:2011:i:1:p:43-66

Access Statistics for this article

Portuguese Journal of Management Studies is currently edited by Luís Mota de Castro, Tiago Cardão-Pito, Mark Crathorne

More articles in Portuguese Journal of Management Studies from ISEG, Universidade de Lisboa Contact information at EDIRC.
Bibliographic data for series maintained by Luís Mota de Castro, Tiago Cardão-Pito, Mark Crathorne ().

 
Page updated 2021-09-24
Handle: RePEc:pjm:journl:v:xvi:y:2011:i:1:p:43-66