Linking Customer Behavior to E-Commerce Strategy

In an article on Nov. 13, in the Financial Times’ Mastering Management series, Wharton operations and information management professor Eric Clemons and Wharton Ph.D. student Michael Row note the critical importance of consumer behavior in establishing a web retailing strategy. The two researchers look at the type of relationship between buyer and seller, the scope of goods and services linking buyer and seller, and the four competitive landscapes that result from the interplay of these forces.

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1 Comment

  1. article is good for describing the landscape but offers nothing in the way of ideas determining how to use these descriptions, how to know the manner in which your customer base breaks down, etc.

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