The four e-branding strategies
Eduard de Wilde & Marcel van Brenk
An e-branding strategy should be based on two dimensions.
AN EXTERNAL INTERNET OPPORTUNITY DIMENSION
What is the impact of the Internet on the rules of play in the given market? When the use of Internet involves the whole sales process, it changes the established rules. When the Internet addresses only one or several stages of the sales process, it has a relatively low impact.
AN INTERNAL E-BRANDING FIT DIMENSION
How well does the company fit e-branding? When a company has many competences and assets, which constitute a...