E-Commerce Strategies: The Manufacturer Retailer Consumer Relationship

Abstract

This paper will focus on how on-line grocery shopping will affect the relationship between the manufacturer, the retailer and the consumer.The Internet has brought change forcing companies to re-evaluate their on-line strategies.For established companies, doing business on-line risks damage to brands and distribution relationships that currently represent key competitive advantages.Four e-commerce frameworks are discussed and integrated with the traditional marking model (product, price, promotion, and distribution).Finally, the paper will discuss how the e-commerce strategies could be applied to a real company.

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