Best in brief: The three Rs of internet strategy

Briefly describes the three types of benefit offered by electronic commerce: reach, richness and range (the three Rs).

Best In Brief

Business Horizons: The three Rs of internet strategy

John D. Wells and David H. Gobeli

Douglas WestUniversity of Westminster

 

In recent years a number of writers in the academic and trade press have helped clarify the complex nature of e-strategy. The three concepts of reach, richness and range have emerged across marketing, MIS and management, but there has been considerable inconsistency in their definitions and applications.

Reach is 'the degree to which a firm can manage its value-chain activities to connect its customers to an accessible product/service offering'. In other words, it is not just...

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