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Original Research

EJMS. 2011; 16(2): 43-65


STRATEGIES EMPLOYED BY E-COMMERCE FIRMS IN PORTUGAL: AN EMPIRICAL INVESTIGATION

Pedro Marcelo Torres; Joao Verissimo Lisboa; Mahmoud M. Yasin.

Abstract
A survey integrating different theoretical views of value creation was developed, then sent to Portuguese e-commercefirms to assess the underlyingdimensions and the most important characteristicsof 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-commercefirms. Through factorial analysis, three e-commerce strategy dimensions were identified: one relates to differentiationvia marketing based on reputation and brand identification, in which advertisingand innovation in marketingtechniques and methods are important; a second differentiation dimension focuses on product developmentand is supported by technical capabilities; and a cost leadership dimension which uses strategic networks to obtain economiesof scale and scope, and exploits technologicaladvancements to reduce transaction costs.

Key words: E-commerce; strategy; value creation; virtual markets



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