E-Commerce Strategy

Sanjay Mohapatra ()
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Sanjay Mohapatra: Xavier Institute of Management

Chapter Chapter 7 in E-Commerce Strategy, 2013, pp 155-171 from Springer

Abstract: Abstract The Internet has changed our lives and it has changed the way we used to interact with friends and carry out our business operations. The Internet has also changed marketing, advertisement, and promotional activities. Similarly, the impact of the Internet on brand equity is quite high. As more and more customers are surfing the net, strategists have used the Internet for creating competitive advantage. It has changed the competitive playing field by helping to establish brands in online channels. New companies that have launched e-commerce sites competed to achieve brand awareness forcing established companies to build brand awareness in online markets through the e-commerce route. The strategies have helped them in dragging their existing brand assets online and repositioning these assets to build a new brand through competitive e-commerce initiatives.

Keywords: Brand Equity; Brand Awareness; Debit Card; Online Channel; Catering Service (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-1-4614-4142-7_7

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DOI: 10.1007/978-1-4614-4142-7_7

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