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Handbook of Research in International Marketing

Edited by Subhash C. Jain

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field.
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Chapter 16: Competitive Strategy in a Global Electronic Marketplace: Extant Strategy Perspectives Revisited

P. Rajan Varadarajan and Manjit S. Yadav


P. Rajan Varadarajan and Manjit S. Yadav INTRODUCTION During the last quarter-century, the evolution of the international business literature has benefited from theoretical and empirical advances in the fields of industrial organization economics, strategic management, and marketing strategy. Theoretical, conceptual, and empirical perspectives on topics such as generic competitive strategies, competitive advantage, market pioneering advantage, strategic alliances, strategic groups and mobility barriers, and scale, scope and experience effects, have contributed to enriching the body of international business literature. A relatively recent phenomenon that has had a major impact on international business practice is the continuously expanding global communication and computer infrastructure (i.e. the Internet). The implications for international business of the changes set in motion by this technological development are likely to be many and far-reaching. E-business, e-commerce, e-customer relationship management, e-customer service, e-procurement, e-supply chain management, e-supplier relationship management, e-alliance/partner relationship management, and e-knowledge management are just a few of the many recent additions to the lexicon of business that have been qualified with the prefix ‘global’. The current high level of interest concerning the implications of ecommerce for international business education, research, and practice is evidenced by the recent conferences and special issues devoted to the topic. For instance, a conference (held in May 2000) and a special issue of the Journal of International Business Studies (Winter 2001) were devoted to focusing on the impact of the Internet and e-commerce on the conduct of international business and the management of multinational enterprises. Table 16.1,...

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