Question

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Pure plays use the Internet as a market entry strategy, and brick and clicks use the Internet as an alternate
channel of distribution. Theoretical frameworks from entrepreneurship, marketing, and electronic com-
merce are used to explore performance differences between these business models. This study uses a
geographically diverse sample of 240 small enterprises engaged in Internet-based consumer marketing.
Results suggest brick and clicks enjoy performance advantages over pure plays in international revenue
growth. Higher Internet promotional expenditures positively impact revenue growth. Firms using the
Internet for sales transactions experience negative profit expectations and revenue growth. Firms using
the Internet for product distribution experience significant international sales growth. Product depth
influences profit expectations and domestic revenue growth. These results should provide a basis for
building theory relative to performance implications of Internet-based commerce for small enterprises.

Keywords: Electronic commerce; internet; brand equity; channel of distribution.

1. Introduction

Recent dot-com failures have raised a cloud of suspicion over the viability of new ventures
(The Economist, 2000).
Incumbent firms, otherwise known as brick and clicks, use Internet-based electronic
commerce to diversify their distribution channel or supply chain management strategy. Chan-
nel research in the marketing literature has recently focused on Internet-based electronic
commerce as a part of the firm’s strategy of multiple channels of distribution (Geyskens
et al., 2002). However, not all traditional retailers, often referred to as brick and mortar, have
embraced the Internet for fear of cannibalizing existing market share (Enders and Jelassi,
2000). As the Internet has become more pervasive, retailers without an electronic presence
have become nearly extinct. Business models designed to incorporate Internet electronic
commerce are expected to complement existing channel structures to avoid channel conflicts.
Amit and Zott (2001) argued electronic commerce business models facilitate value cre-
ation by addressing unique questions of entrepreneurship and strategy theory that transcend
the traditional boundaries of the firm to encompass virtual markets and networks of firms.
Both models constitute an entrepreneurial strategy in the sense that pure plays use the

Answer 1

作为一个纯次使用的互联网市场进入策略及砖和点击次数使用互联网作为候补
分配渠道。从创业的理论框架，市场营销，电子COM的
梅尔切用于探索商业模式之间的性能差异。本研究使用
不同地区的样本在基于互联网的消费市场从事240个小型企业。
结果表明砖和点击享受纯收入超过国际次性能优势
增长。高校互联网促销支出的收入增长产生积极影响。企业使用
销售交易的互联网体验负的利润和收入增长的预期。企业使用
对产品销售经验的销售大幅增长的国际互联网。产品厚度
影响利润的预期和国内收入的增长。这些结果应该提供一个基础
建设理论相对于因特网为基础的小企业商业绩效的影响。

关键词：电子商务，互联网，品牌资产，分销渠道。

1。介绍

最近网络公司的失败提出了新的企业生存能力的怀疑云
（经济学人，2000年）。
现任公司，否则为砖和点击众所周知，使用互联网为基础的电子
贸易多样化的分销渠道或供应链管理策略。赞
在营销研究文献内尔最近集中在互联网为基础的电子
电子商务作为公司的多渠道分销（Geyskens战略的一部分
等人。，2002）。然而，并非所有的传统零售商，通常被称为砖和迫击炮，有
拥抱丧失现有的市场份额（恩德斯和Jelassi害怕互联网，
2000年）。随着互联网越来越普遍没有一个电子的存在，零售商
已成为几乎灭绝。商业模式设计整合互联网电子
商务部预计，以补充现有的渠道结构，以避免渠道冲突。
阿米特和Zott（2001）认为电子商务商业模式促进价值综合招聘考试，
款处理在创业精神和战略理论，超越特定的问题
该公司的传统界限，以包括虚拟市场和企业网络。
两种型号构成在这个意义上使用的纯次创业战略