The Darker Side of Internet Shopping
(2001) , 31 pages
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WP_24_Lindgreen.pdf
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Details
- Authors
- Abstract
- Despite the recent failures of many e-businesses, the consensus remains that firms will need to develop e-commerce strategies if they are to compete in the future (Porter, 2001). However, there is little by way of research on how firms can successfully do so. We examine a case of a large global Internet start-up in a heretofore-neglected sector - adult entertainment. Findings indicate the difficulties faced by Internet start-ups as they seek to build mass-market penetration, while controlling marketing and acquisition costs. The case demonstrates the role that historical positioning and previous industry associations play in the development of an online brand.
- Affiliations
Louvain School of Management Marketing
Citations
Lindgreen, A., & Beverland, M. (2001). The Darker Side of Internet Shopping (IAG - LSM Working Papers 01/24). https://hdl.handle.net/2078.5/250498