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Home > Business and Economics > Business and Management > Business strategy > Business Strategy in the Online Industry: Market and Network Strategy in Multi-Layered Industries(Internationalisierung und Management)
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Business Strategy in the Online Industry: Market and Network Strategy in Multi-Layered Industries(Internationalisierung und Management)

Business Strategy in the Online Industry: Market and Network Strategy in Multi-Layered Industries(Internationalisierung und Management)


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About the Book

"The Internet is like a 201'00t tidal wave coming thousands of miles across the Pacific and we are in kayaks. " Andi Grove In the course of the commercial distribution of Internet technology since the year 1995 new business models emerged and ultimately established the on-line industry as a distinct eco­ nomic environment. The author defines this new marketspace as " . . . . a multi-layered industry consisting of five main layers: network, hosting, software, content and devices. Each layer consists of sub-layers. Players from the converging industries telecommunications, computer hardware/software, media and consumer electronics conduct on-line business units offering a set of on-line services. " (S. 17). Significance and growth of the on-line industry are enormous. The market for multimedia products and services represents approximately 10% of the US GOP already today. The industry volume is expected to double every 12 to 18 months. The increasing relevance of the on-line industry is driving the interest of academia in a theoretical foundation of the observed economic phenomena. The term network economics establishes a new scientific area. Due to the specific structure and logic of the industry traditional business concepts and strategy approaches can be translated only in a limited way. At this point the work of Christian Gottsch comes in play, which - by utilizing the theoretical concepts of net­ work economics and game theory - models the structure of the on-line industry and delivers a methodic set of instruments to develop marketing strategies.

Table of Contents:
I: Introduction.- 1. Particular Approach, Research Focus and Methodology.- II: On-line Industry Structure — Analysis & Model.- 2. Analysis of the On-line Industry.- III: On-line Business Strategy — Analysis & Tools.- 3. Navigating in the On-Line Industry — Firm Strategy.- IV: Summary & Outlook.- 4. Summary & Outlook.- References.- Sources Consulted — Interview Partners.

About the Author :
Dr. Christian Göttsch promovierte bei Prof. Dr. Hans A. Wüthrich am Lehrstuhl für Internationales Management der Universität der Bundeswehr München. Er ist heute im Corporate Development bei der Gruner + Jahr AG & Co für das Multimedia-Geschäft zuständig.


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Product Details
  • ISBN-13: 9783824473182
  • Publisher: Deutscher Universitats-Verlag
  • Publisher Imprint: Deutscher Universitats-Verlag
  • Height: 210 mm
  • No of Pages: 323
  • Series Title: Internationalisierung und Management
  • Width: 148 mm
  • ISBN-10: 3824473186
  • Publisher Date: 26 Jan 2001
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Sub Title: Market and Network Strategy in Multi-Layered Industries


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Business Strategy in the Online Industry: Market and Network Strategy in Multi-Layered Industries(Internationalisierung und Management)
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Business Strategy in the Online Industry: Market and Network Strategy in Multi-Layered Industries(Internationalisierung und Management)
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