E-Tailing: An Analysis of Web Impacts On The Retail Market (original) (raw)

The Web has been changing the retail market in many ways. Following a newmarket framework, this paper analyzes the unique characteristics of the Web forretail applications, examines its market effects, and presents two perspectivesfor business response strategies. The Web can either be used as a marketing tool,which is integrated into traditional business strategies, or can be viewed as anew marketplace, which demands new business design. Differences betweenthese two views will have strategic and implementation implications for bothtraditional and startup retailers as they adapt to Web marketing. Finally, wepropose some research issues and challenges that should be addressed to betterour understanding and promote the success of this new marketplace.