Strategy, accountability, e‐commerce and the consumer

Abstract

Whilst increasing numbers of firms have launched themselves on the Internet, evidence suggests that they are doing this without any consideration of the strategic implications of developing, implementing or running a Web site. Adopting a strategic perspective, the aim of this paper is to critically examine the potential growth opportunities of on‐line retailers together with identification of consumer value a Web site may offer. In being accountable to their shareholders, these firms’ efforts must make a profit. For those wishing to recoup their investments in a short time frame, it seems that putting funds into e‐commerce firms is not recommended. Rather e‐commerce is for long term play.

Citation

Murphy, R. and Bruce, M. (2003), "Strategy, accountability, e‐commerce and the consumer", Managerial Auditing Journal, Vol. 18 No. 3, pp. 193-201. https://doi.org/10.1108/02686900310469934