Strategic Alignment of E-commerce in Retail Firms
نویسنده
چکیده
About fifty percent of online retailers make a profit, while fifty percent take a loss (Swanson, 2002), and that motivates us to understand the factors that make online retailers profitable. Among other possibilities, the alignment between business strategy and e-commerce strategy might be one of the critical factors that influence a firm’s profitability. In this paper we explore this influence by using Porter’s theory of competitive advantage and Chan’s alignment model.
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