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AdultShop.com: establishing legitimacy with the “virgin” consumer

AdultShop.com: establishing legitimacy with the “virgin” consumer Despite the recent failures of many e-businesses, the consensus remains that firms will need to develop e-commerce strategies if they are to compete in the future. However, there is little by way of empirical research on how firms can successfully do so. We examine a case of a large global Internet start-up in a heretofore neglected sector, that of adult entertainment. Our findings indicate the difficulties faced by Internet start-ups, as they seek to build mass-market penetration while controlling marketing and acquisition costs. The case also demonstrates the role that historical positioning and previous industry associations play in the development of an online brand. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

AdultShop.com: establishing legitimacy with the “virgin” consumer

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References (43)

Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500310499248
Publisher site
See Article on Publisher Site

Abstract

Despite the recent failures of many e-businesses, the consensus remains that firms will need to develop e-commerce strategies if they are to compete in the future. However, there is little by way of empirical research on how firms can successfully do so. We examine a case of a large global Internet start-up in a heretofore neglected sector, that of adult entertainment. Our findings indicate the difficulties faced by Internet start-ups, as they seek to build mass-market penetration while controlling marketing and acquisition costs. The case also demonstrates the role that historical positioning and previous industry associations play in the development of an online brand.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Nov 1, 2003

Keywords: Entertainment; Internet marketing; Marketing strategy; Relationship marketing

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