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가상시장 환경이 전략선택에 미치는 영향과 본원적 전략과 성과간의 연구 : Influence of Competitive Environment On Strategic Choice and Both Generic Strategy Toward Performance of Online firms

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초록/요약

On-line firms have focused on the development of new business models with an assumption that this new model would create their competitiveness. At the same time, off-line firms have opened new marketing channels on the internet in order to defend their position against on-line firms. Based on Miller's business environment influences on Porter's well-known generic strategy, this study focus on three aspects, first, between environment and strategic choice, second, between strategy and performance, and third, between environment and performance i) whether environment differentiation innovation differentiation, and focus, ii) how the performance of online firms are affected by different strategy types and iii) how the performance of online firms are affected by environment. The result shows that the environment make online firms to prefer the strategy of marketing differentation and innovative differentation significantly influences on online firm performance.

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