Resource-Based Competition Between Retailers and E-Tailers Within the Marketspace: A Supply Chain Perpective of E-Commerce-Edición Única

Abstract

This dissertation is composed of three individual articles which are related each other. The purpose of this investigation was to theoretically develop a conceptual model for the analysis of the competitive environment where traditional retailers compete against e-tailers. To accomplish this purpose, the supply chain management, strategic management, information technologies, and open systems research fields were combined through the three articles. In the first article, a conceptual definition of supply chain management as a management philosophy was developed. The supply chain phenomenon was studied under an open systems perspective to explain why the non-rational motivations of the individuals composing the supply chain should be aligned across the social-psychological, the organizational structure, and the ecological levies of supply chain analysis. Using the resource-based view of the firm, it was explained how it is possible to implement a competitive strategy for the entire supply chain to achieve a competitive advantage for the supply chain and, in turn, for its members. In the second article, the e-tailer was considered as the last member of a truncated supply chain. The inter-organizational management systems implemented along the chain were considered as supply chain capabilities increasing the e-tailer's customer value and consequently as the basis for achieving and sustaining the e-tailer's competitive advantage. The e-tailing model of B2C ecommerce was described and a model to analyze competition between retailers and etailers within the marketspace was developed under a resource-based view of the firm. In the third article, it was assumed that customers decide to buy products through the Internet based on: the valué they receive from e-tailers, their reliability concerns related to the e-tailer and the Internet as transaction medium, and the existence of network externalities. The value offered by an e-tailer was defined as a function of: product quality; delivery speed; flexibility to customize the product accordingly to customer specifications; objective costs such as price, and shipping cost; and subjective costs regarding time and location constrains to place an order. A survey was conducted and the empirical results served to partially prove the model developed in the second article.