Abstract
Despite rapid and sustained development, electronic commerce is still in its formative stage. Many companies doing e-business are still in the investment and brand-building phase and have yet to show a profit. However, as e-businesses shift their focus from building a customer base to increasing revenue growth and profitability, they should reevaluate their current business strategies, if any, and develop e-business strategies that provide a clear path to profitability. This study uses McCarthy's four marketing mix model and Porter's five competitive forces model to identify e-business strategies that will lead to a competitive advantage. The overall goal is to provide significant new insights into the development and implementation of e-business strategies that contribute to increased profit.
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