Developing new frameworks for operations strategy and service system design in electronic commerce

Purpose – The purpose of this study is to develop new frameworks for operations strategy and service system design in electronic commerce (EC) to provide strategic insights to academics and practitioners.Design/methodology/approach – Product/service process matrices for intangible and tangible products in EC operations are presented based on the classification of products and delivery channel options and three cases are investigated to illustrate the newly developed matrices.Findings – The fit between two dimensions (characteristics of product/service, service delivery processes) in the matrices contributes to firm's competitiveness through market expansion and improvement of customer services. Through the case studies, it was confirmed that the conceptual framework developed in this study illustrates actual EC operations well.Research limitations/implications – Further case or empirical research on more diverse products or services will be required to increase robustness of the matrices and to additional...