Open AccessDo Traditional Strategic Concepts Apply In The E-Marketing Context?
Author(s) -
Bill Merrilees
Publication year - 1970
Publication title -
journal of business strategies
Language(s) - English
Resource type - Journals
eISSN - 2162-6901
pISSN - 0887-2058
DOI - 10.54155/jbs.18.2.177-190
Subject(s) - marketing , context (archaeology) , position (finance) , business , key (lock) , competitive advantage , marketing strategy , marketing management , strategic marketing , computer science , paleontology , computer security , finance , biology
This paper explores generic marketing strategies and competitive marketpositioning in the context of the Australian online book industry. The key researchquestion is the extent to which traditional strategic concepts, like competitivemarket position and sustainable competitive advantage (SCA), apply inthe new world of e-marketing. The most important issue that emerges from thestudy is that the tools and concepts that are relevant for offline firms are equallyapplicable for online firms. Different generic strategies call for a differentmarket position and this is borne out in our case study. Special attention is givento the importance of a channel management generic strategy in the e-marketingcontext. Firms contemplating this option need to have a high level of competencyin relationship marketing skills.