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Matching E-tailing Strategies to Customers’ Behaviour: Three Levels of Interaction

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Electronic Markets

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Abstract

Several frameworks have been suggested to describe the range of business strategies that companies may employ in the fast-evolving electronic marketplace. These have included descriptions of strategies such as the use of recommendation agents and e-customisation (Ansari et al., 2000; Ansari & Mela, 2003; Häubl & Murray, 2003). However, these frameworks have not distinguished between strategies that are specific to e-tailing and those which may be used in a more general business context, for example by manufacturers who have an online presence. This distinction is important because innovative and unique e-tailing modes of operation (exemplified by companies such as Priceline.com) have recently emerged to improve competitiveness in this volatile market (Kalyanam & McIntyre, 2002; Yadav & Varadarajan, 2005).

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Authors
  1. Bela Florenthal
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  2. Aviv Shoham
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Editor information

Editors and Affiliations

  1. School of Management, Edith Cowan University, Australia

    Craig Standing (Professor of Strategic Information Management) (Professor of Strategic Information Management)

Copyright information

© 2009 Bela Florenthal and Aviv Shoham

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Florenthal, B., Shoham, A. (2009). Matching E-tailing Strategies to Customers’ Behaviour: Three Levels of Interaction. In: Standing, C. (eds) Electronic Markets. Palgrave Macmillan, London. https://doi.org/10.1057/9780230274235_2

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