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An E-Commerce Sales Model for Manufacturing Companies:: A Conceptual Framework and a European Example

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  • Jelassi, Tawfik
  • Leenen, Stefanie

Abstract

The Internet offers manufacturers a new way to market their products and interact with end-consumers. For the first time, manufacturers can, through the Internet, dis-intermediate traditional players in the distribution chain and in addition to selling products, provide services to online customers. This paper analyses three aspects of B-2-C (Business-to-Consumer) e-commerce from a manufacturer's perspective. First, it presents the manufacturer's traditional value chain and how the Internet permeates its activities. Second, it proposes an e-commerce sales model for manufacturers and discusses related business and management issues. Third, it illustrates through an actual example how Ducati, an Italian motorcycle manufacturer, successfully used the proposed e-commerce business model to sell exclusively on the Internet its new motorcycle model as well as complementary products and services. Lessons learned from this innovative marketing and sales approach are presented and concluding remarks offered.

Suggested Citation

  • Jelassi, Tawfik & Leenen, Stefanie, 2003. "An E-Commerce Sales Model for Manufacturing Companies:: A Conceptual Framework and a European Example," European Management Journal, Elsevier, vol. 21(1), pages 38-47, February.
    • Handle: RePEc:eee:eurman:v:21:y:2003:i:1:p:38-47
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    Cited by:

    1. Li, Lin & Li, Guo, 2023. "Integrating logistics service or not? The role of platform entry strategy in an online marketplace," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 170(C).
    2. Di Fatta, Davide & Patton, Dean & Viglia, Giampaolo, 2018. "The determinants of conversion rates in SME e-commerce websites," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 161-168.
    3. M. Rashid Malik & Rekha Prasad, 2014. "Use of e-Commerce in Carpet Industry," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 6(3), pages 165-168, September.
    4. Xiaojing Li & Apurbo Sarkar & Xianli Xia & Waqar Hussain Memon, 2021. "Village Environment, Capital Endowment, and Farmers’ Participation in E-Commerce Sales Behavior: A Demand Observable Bivariate Probit Model Approach," Agriculture, MDPI, vol. 11(9), pages 1-20, September.

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