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Online distribution: a taxonomy of channel structures, determinants of outcome, and determinants of strategy

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2 Author(s)
E. K. Clemons ; Wharton Sch., Pennsylvania Univ., Philadelphia, PA, USA ; R. Aron

We have created a taxonomy of e-commerce channel structures and analyzed the strategic implications of these structures. We have identified the drivers of market outcomes in each channel structure and analyzed several business models that have failed because of channel conflict and the notable few that have survived and succeeded. Finally, we recommend strategies that can be successfully pursued in each channel context.

Published in:

System Sciences, 2002. HICSS. Proceedings of the 35th Annual Hawaii International Conference on

Date of Conference:

7-10 Jan. 2002