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Developing an eBusiness Strategy to Achieve Consumer Loyalty through Electronic Channels

Developing an eBusiness Strategy to Achieve Consumer Loyalty through Electronic Channels EBusiness channels are presenting novel opportunities for small vineyards to target new online market segments, to communicate directly with the customer and sidestep the main wine distributors who have traditionally blocked access to substantially wider markets. In the UK, where the majority of wine producers is heavily reliant on direct sales, understanding the role that eBusiness channels can play in the buyer behaviour process could be critical for building effective customer relationships and sales. This paper investigates how competitive advantage can be achieved through B2C channels. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Developing an eBusiness Strategy to Achieve Consumer Loyalty through Electronic Channels

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008751
Publisher site
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Abstract

EBusiness channels are presenting novel opportunities for small vineyards to target new online market segments, to communicate directly with the customer and sidestep the main wine distributors who have traditionally blocked access to substantially wider markets. In the UK, where the majority of wine producers is heavily reliant on direct sales, understanding the role that eBusiness channels can play in the buyer behaviour process could be critical for building effective customer relationships and sales. This paper investigates how competitive advantage can be achieved through B2C channels.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Jan 1, 2003

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