Chapter 2 - Marketplace analysis for e‐commerce

Chapter 2: Marketplace analysis for e‐commerce

After completing this chapter the reader should be able to:

- Complete an online marketplace analysis to assess competitor, customer, and intermediary use of digital technologies and media as part of strategy development

- Identify the main business and marketplace models for electronic communications and trading

- Evaluate the effectiveness of business and revenue models for online businesses, paticularly online start-up businesses