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Success of firm strategies in e-commerce

Author

Listed:
  • Franz Hackl
  • Michael Hölzl-Leitner
  • Rudolf Winter-Ebmer
  • Christine Zulehner

Abstract

The choice of an appropriate e-commerce strategy is crucial for the survival of online stores in B2C e-commerce business. We use a comprehensive data set from the Austrian price search engine geizhals.at to identify successful e-commerce strategies. An e-commerce strategy is a set of choices including the listing decision, availability decision, and decisions on price and shipping cost. We apply cluster analysis to identify the different strategies that have been used by online retailers. Using various success measures such as revenue, clicks, market share, and the survival of firms, as dependent variables in our regression analyses, we present empirical evidence on the effectiveness of different e-commerce strategies.

Suggested Citation

  • Franz Hackl & Michael Hölzl-Leitner & Rudolf Winter-Ebmer & Christine Zulehner, 2018. "Success of firm strategies in e-commerce," Economics working papers 2018-10, Department of Economics, Johannes Kepler University Linz, Austria.
    • Handle: RePEc:jku:econwp:2018_10
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    References listed on IDEAS

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    More about this item

    Keywords

    e-commerce; online trade; business strategies; retailing;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General

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