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The impact of strategic actions on the reputation building of e‐businesses

The impact of strategic actions on the reputation building of e‐businesses A certain number of theoretical trends consider a firm's reputation as valuable intangible assets. For companies in dematerialized e‐commerce, which is not protected by traditional entry barriers, reputation may be one of the key sources of competitive advantage. Assuming that firms’ assets result from flows of strategic actions, this research examines – over the 1999‐2002 period – the strategic actions underlying the reputations of Lastminute.com and Ebookers.com. Relying on an inductive approach, this research shows how Lastminute managed to build up its reputation through three types of actions – symbolical, competitive and relational – on the one hand, and through achieving a balance between those three types of action and the frequency of those actions, on the other hand. Finally, this research suggests a system linking the properties of those strategic actions to the firm's reputation building. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

The impact of strategic actions on the reputation building of e‐businesses

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550410537999
Publisher site
See Article on Publisher Site

Abstract

A certain number of theoretical trends consider a firm's reputation as valuable intangible assets. For companies in dematerialized e‐commerce, which is not protected by traditional entry barriers, reputation may be one of the key sources of competitive advantage. Assuming that firms’ assets result from flows of strategic actions, this research examines – over the 1999‐2002 period – the strategic actions underlying the reputations of Lastminute.com and Ebookers.com. Relying on an inductive approach, this research shows how Lastminute managed to build up its reputation through three types of actions – symbolical, competitive and relational – on the one hand, and through achieving a balance between those three types of action and the frequency of those actions, on the other hand. Finally, this research suggests a system linking the properties of those strategic actions to the firm's reputation building.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Jun 1, 2004

Keywords: Strategic management; Electronic commerce; Internet

References