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Las Categorías De Productos Como Base Para La Elaboración De Estrategias Exitosas En El Comercio Electrónico B2c /

Author

Listed:
  • Borraz Mora, I.

    () (Universidad de Zaragoza (España))

  • Fuentelsaz Lamata, L.

    () (Universidad de Zaragoza (España))

  • Polo Redondo, Y

    () (Universidad de Zaragoza (España))

Abstract

Internet y el comercio electrónico han supuesto una revolución para la sociedad en general y para el mundo de los negocios en particular. Sin embargo, se ha podido observar que no todos los productos tienen las mismas posibilidades de éxito en este medio, debido a las características particulares del mismo. Por ello, el interés por conocer cómo deben actuar a la hora de comercializar sus productos a través de la red se ha convertido en una prioridad para las empresas que utilizan este canal. De esta manera, el objetivo de este trabajo es, por un lado, elaborar una clasificación consistente de categorías de productos y, por otro, la proposición de estrategias exitosas para cada una de ellas. El trabajo denota la relevancia de dos variables sobre las que lograr nuestros objetivos: el grado de dificultad para evaluar el producto y el riesgo percibido por parte del consumidor. / The Internet and electronic commerce have entailed a revolution for society and businesses. However, it has been observed that all products have not the same probability of success due to its particular features. Thus, knowing how firms have to marketing their products through the Internet has become a key question. As a result, the main objectives of this paper are both, elaborating a consistent classification of product categories and proposing successful strategies for it. This research shows the relevance of two variables in order to reach our purposes: the difficult to evaluate a product and consumer perceived risk.

Suggested Citation

  • Borraz Mora, I. & Fuentelsaz Lamata, L. & Polo Redondo, Y, 2006. "Las Categorías De Productos Como Base Para La Elaboración De Estrategias Exitosas En El Comercio Electrónico B2c /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 12(1), pages 13-32.
  • Handle: RePEc:idi:jiedee:v:12:y:2006:i:1:p:13-32
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