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The Relationship between E-Marketing Strategy and Performance: A Conceptual Framework in a Web Context


  • Lages, Carmen
  • Lages, Luis Filipe
  • Rita, Paulo


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.

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  • Lages, Carmen & Lages, Luis Filipe & Rita, Paulo, 2004. "The Relationship between E-Marketing Strategy and Performance: A Conceptual Framework in a Web Context," FEUNL Working Paper Series wp446, Universidade Nova de Lisboa, Faculdade de Economia.
  • Handle: RePEc:unl:unlfep:wp446

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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. 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.
    4. 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.
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