The Relationship between E-Marketing Strategy and Performance: A Conceptual Framework in a Web Context
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.
|Date of creation:||2004|
|Date of revision:|
|Contact details of provider:|| Postal: |
Phone: (351) 21 3801638
Fax: (351) 21 3870933
Web page: http://www.fe.unl.pt
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Lages, Luis Filipe & Lages, Cristiana Raquel, 2002. "The STEP Scale: A Cross-National Scale for Short-Term Export Performance Improvement," FEUNL Working Paper Series wp422, Universidade Nova de Lisboa, Faculdade de Economia.
- 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.
- 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.
When requesting a correction, please mention this item's handle: RePEc:unl:unlfep:wp446. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sean Story)
If references are entirely missing, you can add them using this form.