Browsing by Author "Munro, Ian"

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    Open Access
    Partnering online : developing a value framework for e-tailers
    (2002) Munro, Ian; Licker, Paul
    This research aims to develop a framework within which to analyse and discuss the "e-tailing partnership" - a "horizontal" partnership model in which e-taiIers promote, sell and even bundle one another’s goods in a mutually beneficial partnership. At the core of the framework is the concept of "value". The research draws on marketing theory to structure value into a "value block" which enables firms to quantify gains or losses in e-tailing projects. The paper discusses e-tailing partnerships within the value block framework. The partnership contract and the distribution of value between partners are both analysed. Design requirements for theoretical partnering systems are deduced and reported. Risks and implications for related systems are considered. Finally, three commercial software candidates are empirically evaluated in terms of the partnership models presented. From this research it is apparent that the e-tailing partnership is worth serious contemplation and may prove to be a significant business model for firms in the New Internet Economy.