An Exploratory Approach To e-Commerce Strategy In The 21st Century

Abstract

This exploratory study analyzes the critical success antecedents that contribute to effective e-Commerce consumer sites.  Focused on key firms in selected industry sectors, the study examines factors that have enabled either failure or success in the strategies of the firms to market, sell and service products on the Web.  Important to firms eventually successful in e-Commerce is their integration of leading edge technologies to enhance business factors of site strategies.  The study imputes business model, content and design, brand image, promotion, community, customer service, traffic management, scalability, performance management and partnership as the continued critical success antecedents that enable effective commerce sites.  This study, in its closer examination of the industry sectors of the firms, will be helpful to business managers considering expanded investment in consumer sites in the increasingly improved economy.