Analyzing the Success Drivers of e-Business Companies
Analyzing the Success Drivers of e-Business Companies
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DOI：
10.1109/tem.2007.893985
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发表时间：
2007-04
影响因子：
5.8
通讯作者：
S. Albers;Michel Clement
中科院分区：
文献类型：
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作者：
S. Albers;Michel Clement
虽然有越来越多的理论文献，只有有限的注意力已分配到经验确定的一系列广泛的战略成功因素的电子商务公司在几个行业的相对影响。我们专注于营销策略和所选商业模式的影响，并区分直接和间接驱动因素对收入和盈利能力的影响，以估计特定策略或商业模式的总体影响。基于对147个不同行业的电子商务企业的调查，我们实证检验，在看似无关的回归模型的帮助下，各种战略要素的相对重要性。我们的估计结果表明，企业从交易中获利的商业模式（例如，通过固定的访问或使用费），并能够出售昂贵的产品和服务，非常适合达到盈利能力。到目前为止，营销战略中最重要的因素是实现客户满意度，这对收入有显著而强烈的影响，但对盈利能力的直接影响较小。由于我们的建模方法，我们发现，总的弹性，这一要素的营销战略是由间接影响，从收入的盈利能力
Although there is a growing amount of theoretical literature, only limited attention has been allocated to empirically determine the relative influence of a broad set of strategic success factors of e-business companies across several industries. We concentrate on the impact of marketing strategies and chosen business models and differentiate between direct and indirect drivers on revenue and profitability in order to estimate the total effect of a certain strategy or business model. Based on a survey of 147 e-businesses from different industries we empirically test, with the help of seemingly unrelated regression models, the relative importance of the various strategy elements. Our estimation results show that business models where the firm profits from transactions (e.g., via fixed access or usage fees) and is able to sell pricy products and services are well suited to reach profitability. The by far most important element of the marketing strategy is the achieved customer satisfaction, which has a significant and strong effect on revenue, but only a moderate direct effect on profitability. Due to our modeling approach we find that the total elasticity of this element of the marketing strategy is driven by the indirect effect from revenue on profitability