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Strategies Employed By E-Commerce Firms In Portugal:An Empirical Investigation

Author

Listed:
  • Pedro Marcelo Torres

    (University of Coimbra, School of Economics.)

  • João Veríssimo Lisboa

    (University of Coimbra, School of Economics. ISR- Institute of Systems and Robotics.)

  • Mahmoud M. Yasin

    (East Tennessee State University, Department of Management & Marketing.)

Abstract

A survey integrating different theoretical views of value creation was developed, then sent to Portuguese e-Commerce 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. Classification- JEL:

Suggested Citation

  • Pedro Marcelo Torres & João Veríssimo Lisboa & Mahmoud M. Yasin, 2011. "Strategies Employed By E-Commerce Firms In Portugal:An Empirical Investigation," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(1), pages 43-66.
    • Handle: RePEc:pjm:journl:v:xvi:y:2011:i:1:p:43-66
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    References listed on IDEAS

    as
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