Transcription of STRATEGIES FOR COMPETITIVE ADVANTAGE
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STRATEGIES FOR COMPETITIVE ADVANTAGE
Shin: STRATEGIES for COMPETITIVE ADVANTAGE in Electronic Commerce STRATEGIES FOR COMPETITIVE ADVANTAGE IN ELECTRONIC COMMERCE. Namchul Shin Department of Information Systems, School of Computer Science and Information Systems, Pace University ABSTRACT. Despite rapid and sustained development of electronic commerce, many companies doing e- business are still in the investment and brand-building phase and have yet to show a profit. However, as e-businesses shift their focus from building a customer base to increasing revenue growth and profitability, they should re-evaluate their current business STRATEGIES , if any, and develop STRATEGIES that provide a clear path to profitability. This study uses McCarthy's four marketing mix model and Porter's five COMPETITIVE forces model to identify STRATEGIES for Internet companies that respond to the five COMPETITIVE forces and thereby achieve a COMPETITIVE ADVANTAGE .
Journal of Electronic Commerce Research, VOL. 2, NO. 4, 2001 Page 165 2.2 Porter's Five Competitive Forces Model According to Porter (1980, 1985) and Porter and Millar (1985), a firm develops its business strategies in order
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