Understanding E-commerce Product Design Strategy

Sanjay Mohapatra ()
Additional contact information
Sanjay Mohapatra: Xavier Institute of Management

Chapter Chapter 5 in E-Commerce Strategy, 2013, pp 113-125 from Springer

Abstract: Abstract There is a saying which means it is not advisable to force fit a solution—“YOU CANNOT PUSH A SQUARE PEG THROUGH A ROUND HOLE”. As we know, for sales and marketing teams, channels used for marketing is quite important (they are referred here as holes). Channels as we know are the different conduits that are used to reach end users. Examples are salespersons, distributors, retailers, the Internet. When a particular product or service is designed, which is referred to as ‘peg’ here, channel selection becomes quite important. A correct fitment of products and channels will ensure lower selling costs, availability of products at the right time, and fewer customer problems. Today, technology is changing the shape of the channel by enhancing capability of existing channels and creating new ones. Marketers need to design and make their products ready to be easily sold, marketed, and serviced through these “technology enabled” channels. In the new economy, this fitment is becoming critical.

Keywords: Distribution Channel; Customer Relationship Management; Mass Customization; Product Configuration; Selling Channel (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:sptchp:978-1-4614-4142-7_5

Ordering information: This item can be ordered from
http://www.springer.com/9781461441427

DOI: 10.1007/978-1-4614-4142-7_5

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().