STRATEGIES EMPLOYED BY E-COMMERCE FIRMS IN PORTUGAL:AN EMPIRICAL INVESTIGATION
João Veríssimo Lisboa and
Mahmoud M. Yasin
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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
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)
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