Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.5/10077
Título: Strategies employed by e-commerce firms in Portugal : an empirical investigation
Autor: Torres, Pedro Marcelo
Lisboa, João Veríssimo
Yasin, Mahmoud M.
Palavras-chave: E-commerce
strategy
value creation
virtual markets
Data: 2011
Editora: Instituto Superior de Economia e Gestão
Citação: Torres, Pedro Marcelo, João Veríssimo Lisboa e Mahmoud M. Yasin (2011). "Strategies employed by e-commerce firms in Portugal : an empirical investigation". Portuguese Journal of Management Studies, XVI(1):43-66
Resumo: A survey integrating different theoretical views of value creation was developed, then sent to Portuguese e-ommerce firms to assess the underlying dimensions and the most important characteristics of their e-Commerce strategies. The survey was sent to 188 firms in 2007 and repeated in 2010 to validate the results, obtaining a total sample of 62 e-Commerce firms. Through factorial analysis, three e-Commerce strategy dimensions were identified: one relates to differentiation via marketing based on reputation and brand identification, in which advertising and innovation in marketing techniques and methods are important; a second differentiation dimension focuses on product development and is supported by technical capabilities; and a cost leadership dimension which uses strategic networks to obtain economies of scale and scope, and exploits technological advancements to reduce transaction costs.
URI: http://hdl.handle.net/10400.5/10077
Aparece nas colecções:2011, Volume XVI, nº 1

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