E-retailers' competitive intensity: A positioning mapping analysis

Abstract

struggle to survive today's harsh economic realities.The slow economy, coupled with the crowded field of competitors in business-to-consumer (B2C) e-commerce make it apparent that achieving long-term success in web retailing requires a store to adhere to traditional economic and marketing principles and apply traditional marketing strategies.In Patton's words 'the companies and individuals that have succeeded on the Web aren't necessarily those that jumped in first or developed the most novel strategies.Instead, many have focused on simplicity and on applying traditional business thinking to a new channel'.3 These trends increase the importance 114

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