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Title:
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DESIGNING THE DISTRIBUTION CHANNELS IN THE E-COMMERCE |
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Author(s):
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Manuel Rodríguez Díaz , Tomás Fco. Espino Rodríguez1 |
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ISBN:
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972-98947-8-7 |
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Editors:
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Nitya Karmakar and Pedro Isaías |
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Year:
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2004 |
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Edition:
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Single |
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Keywords:
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Electronic commerce, relational capabilities, outsourcing, distribution channels, strategic value, processes. |
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Type:
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Oral Presentation - 20 minutes |
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First Page:
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325 |
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Last Page:
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330 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Distribution channels have undergone a great transformation in recent years as a consequence of decentralization in companies that have tended to outsource those operations that do not form part of their core capabilities and competencies. Moreover, electronic commerce is influencing the creation of a new distribution channel structure that takes place in a virtual environment. In this context, this work develops a methodology for the overall analysis of the entire electronic distribution channel in order to design network processes in such a way that idiosyncratic relational capabilities that are difficult for rivals to imitate are developed. A new distribution channel concept, which differentiates between the basic structure, comprised of the focal companies, and incremental structures, made up of subcontracting companies, is proposed for this. The different types of relationships to be developed, the processes linking the network, and information and knowledge management systems, all of which are essential to the creation and consolidation of relational capabilities determining the long-term competitive advantages of electronic commerce, are defined on this basis. |
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