Weiber, Rolf; Kollmann, Tobias:

Competitive advantages in virtual markets - perspectives of "information-based marketing" in cyberspace

In: European Journal of Marketing (EjoM), Jg. 32 (1998) ; 7/8, S. 603-615
Zeitschriftenaufsatz / Fach: Wirtschaftswissenschaften
Abstract:
The aim of the following discussion is to present the division of markets into marketplace and marketspace and evaluate the significance of virtual value chains in opening up further possibilities in the marketplace and marketspace. Against this background, it will, second, be argued that information becomes a factor of success in its own right in competition in future markets. However, in order to activate information, marketing is forced to adapt to the conditions of information networks in the virtual marketplace (marketspace). Third, it will be discussed that marketing must develop into information-based marketing. It will particularly be considered what demands are put on the information-based market in order to achieve real competitive advantages in marketspace from the factor of production information. ABSTRACT FROM AUTHOR Copyright of European Journal of Marketing is the property of Emerald and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts); The aim of the following discussion is to present the division of markets into marketplace and marketspace and evaluate the significance of virtual value chains in opening up further possibilities in the marketplace and marketspace. Against this background, it will, second, be argued that information becomes a factor of success in its own right in competition in future markets. However, in order to activate information, marketing is forced to adapt to the conditions of information networks in the virtual marketplace (marketspace). Third, it will be discussed that marketing must develop into information-based marketing. It will particularly be considered what demands are put on the information-based market in order to achieve real competitive advantages in marketspace from the factor of production information. ABSTRACT FROM AUTHOR Copyright of European Journal of Marketing is the property of Emerald and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)