Survival Determinants for Online Retailers

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2009-01-03 DOI:10.2202/1546-5616.1075

Ralitza Nikolaeva, Manohar U. Kalwani, W. T. Robinson, S. Sriram

引用次数: 12

Abstract

Survival determinants can influence important strategic decisions. Analysis of longitudinal data on 418 online retailers in fourteen Bizrate product categories yields insights into key survival determinants. Survival tends to be easier for introductory versus growth stage entrants. Survival, however, is more difficult for e-tailers who sell touch and feel products and for pure e-tailers who do not have the support of either brick and mortar stores or catalog operations. While introductory stage entrants have higher survival rates versus growth stage entrants, there is no significant impact for rank order of entry or pioneer leadtime. These mixed results point to modest early mover advantages in online retailing. While some e-tailers like Amazon.com benefited from moving early, many others suffered from pioneer burnout.

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在线零售商的生存决定因素

生存决定因素可以影响重要的战略决策。对14个Bizrate产品类别的418个在线零售商的纵向数据进行分析，得出了关键生存决定因素的见解。入门阶段的进入者比成长阶段的进入者更容易生存。然而，对于那些销售触觉产品的电子零售商和那些没有实体店或目录业务支持的纯电子零售商来说，生存起来更加困难。虽然入门阶段进入者的存活率高于成长阶段进入者，但对进入者的排名顺序或先锋交货时间没有显著影响。这些喜忧参半的结果表明，在线零售中存在着适度的先发优势。虽然亚马逊(Amazon.com)等一些电子零售商从早期行动中受益，但许多其他零售商却因先锋倦怠而遭受损失。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.