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Please use this identifier to cite or link to this item:
http://hdl.handle.net/2451/14232
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| Title: | BUSINESS STRATEGY IN THE WIRED WORLD: COMPETING FOR MARKET LEADERSHIP
AND MIND SHARE |
| Authors: | Kambil, Ajit |
| Issue Date: | 13-Nov-1995 |
| Publisher: | Stern School of Business, New York University |
| Series/Report no.: | IS-95-27 |
| Abstract: | This paper examines how firms use the Internet and the emerging
"global infostructure" to improve key processes and
competitive capabilities. It proposes the widespread diffusion of the
emerging "infostructure" will dramatically reduce transaction
costs, leading to growth in electronic commerce and productivity while
reducing the profit opportunities of inefficient firms. In this wired
world characterized by low transaction costs and noisy environments,
firms will have to re-focus their strategies to achieve market
leadership and capture mind share for competitive advantage. To achieve
market leadership firms must seek advantage from economies of scale,
scope, or externalities. Alternatively they must differentiate
themselves through unique merchandise and innovation or develop
specialized customer relations. To capture mind share firms must develop
integrated cross media marketing programs. These programs will push
products through various online or related promotions or develop strong
brand identities for products. Thus this paper identifies competitive
issues in a wired world and outlines various foci for strategic
responses to the above challenges. |
| URI: | http://hdl.handle.net/2451/14232 |
| Appears in Collections: | IOMS: Information Systems Working Papers
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