Title :
Online distribution: a taxonomy of channel structures, determinants of outcome, and determinants of strategy
Author :
Clemons, Eric K. ; Aron, Ravi
Author_Institution :
Wharton Sch., Pennsylvania Univ., Philadelphia, PA, USA
Abstract :
We have created a taxonomy of e-commerce channel structures and analyzed the strategic implications of these structures. We have identified the drivers of market outcomes in each channel structure and analyzed several business models that have failed because of channel conflict and the notable few that have survived and succeeded. Finally, we recommend strategies that can be successfully pursued in each channel context.
Keywords :
corporate modelling; distributive data processing; electronic commerce; online operation; strategic planning; business failure; business models; channel conflict; channel structures; electronic commerce; market outcome drivers; online distribution channels; outcome determinants; strategy determinants; taxonomy; Aluminum; Banking; Business; Consumer products; Electronic commerce; Failure analysis; Insurance; Pistons; Supply chains; Taxonomy;
Conference_Titel :
System Sciences, 2002. HICSS. Proceedings of the 35th Annual Hawaii International Conference on
Print_ISBN :
0-7695-1435-9
DOI :
10.1109/HICSS.2002.994169
