Matching E-tailing Strategies to Customers’ Behaviour: Three Levels of Interaction

Bela Florenthal and Aviv Shoham

Chapter 2 in Electronic Markets, 2009, pp 11-35 from Palgrave Macmillan

Abstract: Abstract 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).

Keywords: Price Discrimination; Customer Preference; Loyalty Program; Preference Elicitation; Recommendation Agent (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-27423-5_2

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DOI: 10.1057/9780230274235_2

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