This thesis deals with strategies for an internet company to succeed in an international market. In today’s markets competition becomes more and more intense. Companies have to follow up new strategies even faster, because rapid economic changes can make strategies that were successful yesterday, obsolete today. But also new communication methods like e-commerce, e-mail, or mobile phones have a revolutionary impact on daily business , especially on account of the internet companies who have to offer their customers “different ways to communicate, receive information and buy goods”. Companies need to rethink their opportunities in the markets and have to adapt their strategies according to the global changes that occur.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Executive Summary
- Scope of Work
- Problem
- Definition of Problem
- Relevance of Problem
- Research Methods
- Competitive Strategies
- Major competitive Strategies in international Markets
- Market Leader Strategies
- Market Challenger Strategies
- Market Follower Strategies
- Market Nicher Strategies
- First Mover Strategy
- Selection of relevant Theories
- Detailed Analysis of the Market Nicher Strategy with regard to the Internet
- Detailed Analysis of the First Mover Strategy with regard to the Internet
- Theories for using the Internet effectively in international Markets
- Major Drivers of the new Economy
- Major Strategies for using the Internet as a Distribution Channel
- Using the Internet to publish Product Information
- The Internet as a minor Distribution Channel for a Company
- Brick-and-Click Strategies
- Strategies for an Online Enterprise
- Selection of relevant Theories
- Analysis of the Strategies to use the Internet as an exclusive Distribution Channel
- Potential and limitation of E-commerce
- New strategic Forces in the digital Age
- Case
- Definition and History of Online Auctions
- Case Description of the Internet Company eBay
- How to apply Research Methods to Case
- How to apply the Market Nicher Strategy onto the Case
- Analysis of the First Mover Strategy of the Company eBay
- How eBay is successful in using the Internet as an exclusive Distribution Channel
- Future Prospects of the Business Strategies of eBay
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis investigates how an internet company can gain a competitive advantage in international markets. The paper examines different competitive strategies, including market leader, challenger, follower, and nicher strategies, with a particular focus on the first mover and market nicher strategies. It also analyzes the application of the internet as a distribution channel, including various strategies such as brick-and-click and online-only models. The thesis uses the case study of eBay to illustrate the theoretical concepts and their practical application in the real world.- Competitive advantage strategies for internet companies in international markets
- Market nicher and first mover strategies in the context of internet businesses
- The role of the internet as a distribution channel for international businesses
- The application of theoretical frameworks to a real-world case study of eBay
- Future prospects of internet business strategies in a global context
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter sets the stage for the thesis, providing an executive summary of the research and outlining the scope of work. It highlights the importance of understanding how internet companies can gain competitive advantage in the global marketplace.
- Problem: This chapter defines the research problem and its relevance. It outlines the challenges and opportunities faced by internet companies operating in international markets. This chapter also discusses the research methods used to investigate the problem.
- Competitive Strategies: This chapter delves into various competitive strategies used by companies operating in international markets. It analyzes the strengths and weaknesses of market leader, challenger, follower, and nicher strategies, with a particular focus on first mover and market nicher strategies.
- Theories for using the Internet effectively in international Markets: This chapter examines the role of the internet as a powerful tool for international businesses. It explores major drivers of the new economy and discusses various strategies for using the internet as a distribution channel, including brick-and-click and online-only models.
- Case: This chapter focuses on the case study of eBay, a leading internet company. It provides a historical overview of online auctions and a detailed description of eBay's business model. It then analyzes how eBay has successfully applied the market nicher and first mover strategies to achieve dominance in the online auction market.
Schlüsselwörter (Keywords)
This thesis explores the themes of competitive advantage, internet business strategy, international markets, market nicher strategy, first mover strategy, e-commerce, distribution channels, and case study analysis. It also delves into the practical implications of these themes through the lens of a successful internet company like eBay.
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- Verena Naunheim (Author), 2005, Gaining Competitive Advantage – Strategies for an Internet Company to succeed in an International Market, Munich, GRIN Verlag, https://www.grin.com/document/141761
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