Key Success Requirements for Online Brand Management

2010 ◽  
pp. 1-15 ◽  
Author(s):  
Subir Bandyopadhyay ◽  
Rosemary Serjak
Keyword(s):  
Management Strategy ◽  
Success Factors ◽  
Brand Management ◽  
The Internet ◽  
Online Environment ◽  
Key Success Factors ◽  
Online Branding ◽  
Brick And Mortar ◽  
Online Brands ◽  
Key Features

In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager must appreciate some of the key features of the Internet and make adjustments to the traditional brand management strategy. For example, the control of communication in case of online brand management lies with both the brand manager and the consumer, whereas from the traditional branding perspective, the control by and large rests with the brand manager only. We highlight the differences between traditional brand management and online brand management. We then focus on several key success factors in building a successful online brand, which we believe will help guide the brand manager through a series of steps leading to successful online branding.

Key Success Requirements for Online Brand Management

2011 ◽  
pp. 147-167
Author(s):  
Subir Bandyopadhyay ◽  
Rosemary Serjak
Keyword(s):  
Management Strategy ◽  
Success Factors ◽  
Brand Management ◽  
The Internet ◽  
Online Environment ◽  
Key Success Factors ◽  
Online Branding ◽  
Brick And Mortar ◽  
Online Brands ◽  
Key Features

In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager must appreciate some of the key features of the Internet and make adjustments to the traditional brand management strategy. For example, the control of communication in case of online brand management lies with both the brand manager and the consumer, whereas from the traditional branding perspective, the control by and large rests with the brand manager only. We highlight the differences between traditional brand management and online brand management. We then focus on several key success factors in building a successful online brand, which we believe will help guide the brand manager through a series of steps leading to successful online branding.

scholarly journals Key Factors for Online Branding Success in India: An ISM Approach

2020 ◽  
Vol 9 (1) ◽  
pp. 42-50
Author(s):  
Mandeep Kaur
Keyword(s):  
Success Factors ◽  
Future Research ◽  
Structural Modelling ◽  
Branding Strategy ◽  
Key Factors ◽  
Critical Success ◽  
Online Branding ◽  
Proposed Model ◽  
Brick And Mortar ◽  
Modelling Approach

In today’s digital age it is essential to analyse the factors that influence the success of online branding. Pure play e-tailer, Brick and mortar, click and mortar companies are required to follow online branding strategy. As online branding is the need of the hour companies are moving on the track where the ultimate destination is to adopt online branding as the strategy to stay ahead. Online branding is moving at the pace of the light. To keep up, companies need a robust foundation with the judgment to think precariously about the critical success factors for online branding. The purpose of the paper is to identify factors that influence the success of online branding, interrelationship among those factors and categories them in line with its driving and dependence power. These factors will help to prepare the model for companies who are planning to go for online branding strategy. Interpretative Structural Modelling approach is used to construct this model. The result found that both online factors and offline factors influence the success of online branding. Future research may endeavour to statistically validate the proposed model and may also expand the model by suggesting other factors that are influencing the success of online branding. Little research has investigated the interrelationship among factors which are affecting the success of online branding and thereby inducing companies to go for online branding. In addition the present paper contributed insights developed from the model that would help companies in taking decision related to online branding.

scholarly journals Key success factors for the management of a shared services business unit (Article 3 of 3)

2006 ◽  
Vol 6 (1) ◽  
Author(s):  
T. N. Van der Linde ◽  
A. L. Boessenkool ◽  
C. J. Jooste
Keyword(s):  
Business Model ◽  
Success Factors ◽  
Shared Services ◽  
Business Unit ◽  
Key Factors ◽  
Literature Study ◽  
Key Success Factors ◽  
Business Units ◽  
Virtual Organisation ◽  
Brick And Mortar

Purpose: The first and second articles in the trilogy introduced shared services as a business model and the various models through which a shared services business can and must evolve to create value. The purpose of this third and final article in the trilogy of articles is to identify the key success factors required to successfully manage a shared services business unit. Methodology: A comprehensive literature study was conducted in order to identify the key success factors required to successfully manage a shared services business unit. This was followed up with an empirical study to determine if organisations that have implemented shared services as a business model are using any of these identified factors to successfully manage their respective shared services business units. Findings: In the article, a framework is generated to help organisations understand the key success factors required to successfully manage a shared services business unit. This work has further potential in that the key factors required can also be used not only in the normal brick and mortar organisations, but also in virtual organisations. Implications: This article presents a comprehensive approach to understand the key success factors required to manage a shared services business unit. These findings are important as they can be applied to a conventional organisation as well as a virtual organisation. Value: This article provides an understanding of the key success factors required to manage a shared services business model. When these key success factors are used as a basis for the management of a shared services business unit, it will continuously create value for the organisation.

Key Success Factors Facilitating SME E-Commerce in Developing Countries

2021 ◽  
pp. 916-936
Author(s):  
Hijrah Saputra
Keyword(s):  
Developing Countries ◽  
Literature Review ◽  
Critical Analysis ◽  
Research Agenda ◽  
Business Performance ◽  
Success Factors ◽  
The Internet ◽  
Key Success Factors ◽  
Research Areas ◽  
Structured Literature Review

This chapter presents a systematic literature review and research agenda regarding key success factors (KSFs) facilitating SME e-commerce in developing countries. Previous studies had mainly pre-adoption when the internet and e-commerce were new. However, SMEs have largely been ignored, and now that attention has turned to post-adoption issues research, which is required in SME and developing country contexts due to the worldwide growth of e-commerce. This chapter comprises a structured literature review using Denyer and Tranfield's context, intervention, mechanisms, and outcome (CIMO) criteria for critical analysis to enable the development of future empirical research areas. The KSFs are considered significant and of concern to stakeholders, including inter alia SMEs and governments to encourage SME growth in e-commerce and positively influence SME and overall business performance to meet customer demand.

Entrepreneurship in the Internet Age

2019 ◽  
Vol 15 (4) ◽  
pp. 21-30 ◽  
Author(s):  
Yenchun Jim Wu ◽  
Shih-Chih Chen ◽  
Chia-I Pan
Keyword(s):  
Sustainable Development ◽  
Success Factors ◽  
Business Models ◽  
Personal Characteristics ◽  
The Internet ◽  
Key Success Factors ◽  
Business Operation ◽  
Internet Age ◽  
Internet Economy ◽  
New Business

With the rapidly expanding Internet economy, new business operation models are emerging. Entrepreneurship and innovative business models have become a point of special interest in the Internet era, and are also drawing attention from scholars. This study used three perspectives to explore issues that require understanding in the Internet age in order to improve the survival rate and sustainable development of entrepreneurship. The three perspectives included the differences between the Internet age and traditional entrepreneurship, the personal characteristics of entrepreneurs, and the capital resources and financing of entrepreneurs. Through this study, readers can better understand the key success factors in the dynamic entrepreneurship process and engage in further related discussions.

scholarly journals An Application of Online Branding Design with Customisation, Culture and Communities Strategy : A case studies on six online store providers

2017 ◽  
Author(s):  
Seminar Nasional Multidisiplin Ilmu 2017 ◽  
mahjudin ◽  
Achmad Daengs GS ◽  
Retno Susanti
Keyword(s):  
Literature Review ◽  
Marketing Strategies ◽  
The Internet ◽  
Design Strategies ◽  
Online Marketplace ◽  
Online Branding ◽  
Strategy Model ◽  
Online Brands ◽  
New Perspective

In order to boost the value of an e-brand, we need to consider appropriate design strategies usingthe interactive capabilities of the Internet in an online marketplace. The purpose of this study isto investigate diverse experiential and emotional marketing strategies for online brands and tosuggest various methods to create powerful emotional contents of e-brand’s sites. In this paper,we examine the effects of emotional branding on the current marketplace and explore thecharacteristics of e-brands. The research processes in this paper are to: (1) investigate diversetheories related to emotional and experimental marketing through literature review; (2) develop a“Customisation, Culture and Communities Strategy” model as an emotional e-branding method;(3) analyze well-established e-brands websites with this Customisation, Culture andCommunities Strategy; and (4) identify the effects of emotional e-brand contents and thedesigner’s role of visualizing the emotional contents. This study provides a new perspective ononline marketing and designing a virtual environment to realize the desired customerexperiences

Increasing margins by joining your customers

2002 ◽  
Vol 19 (6) ◽  
pp. 514-523 ◽  
Author(s):  
Claus von Campenhausen ◽  
Hauke Lübben
Keyword(s):  
Real Estate ◽  
Success Factors ◽  
Virtual Communities ◽  
Virtual Water ◽  
Common Interest ◽  
The Internet ◽  
Key Success Factors ◽  
Way Of Thinking ◽  
Potential Customers

Just as in real estate, the key success factors for business in cyberspace are location, location, and location. Potential customers on the Internet tend not to be widely dispersed but are found to clog together at virtual water‐holes, known as communities and defined by common interest. In response, every respectable company established its own virtual landmark, i.e. portal, during the (short) era of Internet hype in an attempt to attract customers. Often enough with little success. We propose a different way of thinking. The key to improving profits and margins is in understanding the Internet as a tool rather than a place to be. Companies do not have to build their own Internet water‐hole. Instead, they have to leverage existing online and offline communities. Companies have to access these communities and serve their customers at their place of convenience. This article illustrates how the application of this idea results directly in increased margins and lower customer servicing costs. It explains the drivers of potential gains from understanding virtual communities.

Key Success Factors Facilitating SME E-Commerce in Developing Countries

2020 ◽  
pp. 244-270
Author(s):  
Hijrah Saputra
Keyword(s):  
Developing Countries ◽  
Literature Review ◽  
Critical Analysis ◽  
Research Agenda ◽  
Business Performance ◽  
Success Factors ◽  
The Internet ◽  
Key Success Factors ◽  
Research Areas ◽  
Structured Literature Review

This chapter presents a systematic literature review and research agenda regarding key success factors (KSFs) facilitating SME e-commerce in developing countries. Previous studies had mainly pre-adoption when the internet and e-commerce were new. However, SMEs have largely been ignored, and now that attention has turned to post-adoption issues research, which is required in SME and developing country contexts due to the worldwide growth of e-commerce. This chapter comprises a structured literature review using Denyer and Tranfield's context, intervention, mechanisms, and outcome (CIMO) criteria for critical analysis to enable the development of future empirical research areas. The KSFs are considered significant and of concern to stakeholders, including inter alia SMEs and governments to encourage SME growth in e-commerce and positively influence SME and overall business performance to meet customer demand.

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