عنوان انگلیسی مقاله:

Early mover advantage in e-commerce platforms with low entry barriers: The role of customer relationship management capabilities

ترجمه عنوان مقاله: مزیت تکان دهنده در پلت فرم های تجارت الکترونیک با ورود موانع کم: نقش قابلیت های مدیریت ارتباط با مشتری

رشته: بازاریابی،تجارت الکترونیک

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This research investigates whether early mover advantage (EMA) exists among entrepreneurial e-tailers operating on third-party e-commerce platforms. Contrary to traditional wisdom, the current research hypothesizes that e-tailers may enjoy early mover advantages because of the consumer demand inertia amplified by the nature of the Internet and the system design characteristics of e-commerce platforms.We also argue that customer relationship management capabilities help enhance early mover advantages in an online setting. We employ panel data on 7309 e-tailers to perform analyses and find empirical evidence that strongly supports the abovementioned hypotheses.

Keywords: E-tailer, E-commerce platform, Early mover advantage, Customer relationship management (CRM), capability, Market performance

مقدمه مقاله

The concept of early mover advantage (EMA) posits that early movers into a new marketplace may acquire certain advantages over subsequent entrants and thus achieve a strong competitive advantage in the form of high market share or returns [17,34]. Timing a new market entry or the adoption of technology, such as the Internet, is an important strategic choice for firms [17,28]. Although the strategic early entry of e-commerce firms has attracted research interest, the issue has yet to be fully explored in the literature.

The following main types of e-tailing business models enjoy different sources of EMAs: e-commerce platforms, independent stores, and e-tailers operating on third-party platforms. Ecommerce platforms are online platforms that provide technological solutions to numerous small sellers. Examples of e-commerce platforms include Taobao, eBay, and Amazon. These firms enjoy EMAs from entry barriers resulting from network effects and advanced IT infrastructure [33]. Strong empirical evidence supports the existence of EMAs in this business model [33].

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