Success of firm strategies in e-commerce
Franz Hackl (),
Rudolf Winter-Ebmer () and
Christine Zulehner ()
No 2018-10, Economics working papers from Department of Economics, Johannes Kepler University Linz, Austria
The choice of an appropriate e-commerce strategy is crucial for the survival of online stores in B2C e-commerce business. We use a comprehensive data set from the Austrian price search engine geizhals.at to identify successful e-commerce strategies. An e-commerce strategy is a set of choices including the listing decision, availability decision, and decisions on price and shipping cost. We apply cluster analysis to identify the different strategies that have been used by online retailers. Using various success measures such as revenue, clicks, market share, and the survival of firms, as dependent variables in our regression analyses, we present empirical evidence on the effectiveness of different e-commerce strategies.
Keywords: e-commerce; online trade; business strategies; retailing (search for similar items in EconPapers)
JEL-codes: L81 L10 (search for similar items in EconPapers)
Pages: 56 pages
New Economics Papers: this item is included in nep-ict and nep-ind
Note: PDF Document
References: Add references at CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:jku:econwp:2018_10
Access Statistics for this paper
More papers in Economics working papers from Department of Economics, Johannes Kepler University Linz, Austria Contact information at EDIRC.
Bibliographic data for series maintained by René Böheim ().