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The relationship between e-marketing strategy and performance: a conceptual framework in a web context

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  • Carmen Lages
  • Luis Filipe Lages
  • Paulo Rita

Abstract

While building on the contingency theory, this paper proposes a conceptual framework that links five factors: a) internal forces, b) external forces, c) past web and firm performance, d) current web and firm performance, and e) e-marketing strategy in terms of the strategy defined for the 4Ws (Web-Design, Web-Promotion, Web-Price, and Web-CRM). Future research is encouraged to build on this framework to test how internal and external forces of the firm, along with its past performance, influence the determination of e-marketing strategy and how in turn, e-marketing strategy impacts on performance at the web and firm levels.

Suggested Citation

  • Carmen Lages & Luis Filipe Lages & Paulo Rita, 2004. "The relationship between e-marketing strategy and performance: a conceptual framework in a web context," Nova SBE Working Paper Series wp446, Universidade Nova de Lisboa, Nova School of Business and Economics.
    • Handle: RePEc:unl:unlfep:wp446
    as

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    References listed on IDEAS

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    1. Montgomery, David B. & Lages, Luis Filipe, 2001. "The Effects of Prior Export Performance on Firms' Commitment to Exporting and Marketing Strategy Adaptation to the Foreign Market: Evidence from Small and Medium-sized Exporters," Research Papers 1701, Stanford University, Graduate School of Business.
    2. George P. Huber, 1991. "Organizational Learning: The Contributing Processes and the Literatures," Organization Science, INFORMS, vol. 2(1), pages 88-115, February.
    3. Luis Filipe Lages & Cristiana Raquel Lages, 2002. "The STEP scale: a cross-national scale for short-term export performance improvement," Nova SBE Working Paper Series wp422, Universidade Nova de Lisboa, Nova School of Business and Economics.
    4. Kenneth E. Boulding, 1956. "General Systems Theory--The Skeleton of Science," Management Science, INFORMS, vol. 2(3), pages 197-208, April.
    5. Lages, Luis Filipe & Silva, Graça & Styles, Chris & Pereira, Zulema Lopes, 2009. "The NEP Scale: A measure of network export performance," International Business Review, Elsevier, vol. 18(4), pages 344-356, August.
    6. Danny Miller, 1987. "The structural and environmental correlates of business strategy," Strategic Management Journal, Wiley Blackwell, vol. 8(1), pages 55-76, January.
    7. Jane E. Dutton & Robert B. Duncan, 1987. "The creation of momentum for change through the process of strategic issue diagnosis," Strategic Management Journal, Wiley Blackwell, vol. 8(3), pages 279-295, May.
    8. James G. March & Robert I. Sutton, 1997. "Crossroads---Organizational Performance as a Dependent Variable," Organization Science, INFORMS, vol. 8(6), pages 698-706, December.
    9. Pitt, Leyland F. & Berthon, Pierre & Watson, Richard T. & Ewing, Michael, 2001. "Pricing strategy and the net," Business Horizons, Elsevier, vol. 44(2), pages 45-54.
    Full references (including those not matched with items on IDEAS)

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