Partnering online : developing a value framework for e-tailers

Munro, Ian

Partnering online : developing a value framework for e-tailers

Master Thesis

2002

Publisher

University of Cape Town

Department

Department of Information Systems

Faculty

Faculty of Commerce

Abstract

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.

Description

Bibliography: leaves 124-128.

Keywords

Information Systems

Reference:

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