| Business Strategy in the Online Industry: Market and Network Strategy in Multi-Layered Industries 2000 Edition Contributor(s): Göttsch, Christian (Author) |
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ISBN: 3824473186 ISBN-13: 9783824473182 Publisher: Deutscher Universitatsverlag OUR PRICE: $52.24 Product Type: Paperback Published: January 2001 |
| Additional Information |
| BISAC Categories: - Business & Economics | Management - General - Computers | Software Development & Engineering - General - Computers | Information Technology |
| Dewey: 005.1 |
| Series: Internationalisierung Und Management |
| Physical Information: 0.71" H x 5.83" W x 8.27" (0.90 lbs) 323 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: "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. |