VALUE CREATION IN E-COMMERCE FOR COMPETITIVE ADVANTAGE IN THE INTERNATIONAL MARKET: A POSITION PAPER

Anthony Akai Acheampong Otoo, Zhiwen Li, Patrick Acheampong, Charles Oduro Acheampong Otoo

Abstract


Dramatic changes have occurred in the modern corporate environment especially regarding information technology and its business applications. The socio-demographic composition of markets has significantly changed, and consumers’ behaviour is not the same as before while new forms of competition have emerged. We explore the strategic use of marketing planning for developing and sustaining competitive advantages in virtual retailing. Our review develops and presents a useful practical guide for the development of marketing plans by virtual retailers. We first examine the role of strategic marketing planning within an electronic commerce context. The notion of value creation in electronic marketing, the strategies for competitive advantage and positioning in retailing are analytically presented, and the concept of the virtual retailing mix is then developed. The paper concludes with the step-by-step presentation of the stages of the marketing plan for a virtual retailer. The implementation of the marketing planning process, and the development and execution of marketing plans, can help virtual retailers to sustain their competitive advantages.

 


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