Developing a Conceptual Model for E-Market Strategy

The World Wide Web is a new marketing channel that today has considered as a serious alternative to traditional channels such as TVs, radios, newspapers, etc. Interestingly it has brought many other opportunities with itself such as social media and networks. Yet, at present, there is little Strategy Analysis (SA) available to lead a firm’s decision about its involvement in the e-market environment. Therefore, this paper tries to make distinguish among the internet and traditional marketing channels and define basic strategies in order to handle this challenge. Based upon the models coming from microeconomic theory and resource-based perspectives, the paper develops a conceptual framework for channel selection in such a setting. At last, it discusses the results and their implications for firms operating on the e-marketplace.

e-Market Strategy, e-Marketplace, Strategy Analysis, Pricing Policy