Competitive advantages in virtual markets ‐ perspectives of “information‐based marketing” in cyberspace

Abstract

The aim of the following discussion is to present the division of markets into marketplace and marketspace and evaluate the significance of virtual value chains in opening up further possibilities in the marketplace and marketspace. Against this background, it will, second, be argued that information becomes a factor of success in its own right in competition in future markets. However, in order to activate information, marketing is forced to adapt to the conditions of information networks in the virtual marketplace (marketspace). Third, it will be discussed that marketing must develop into information‐based marketing. It will particularly be considered what demands are put on the information‐based market in order to achieve real competitive advantages in marketspace from the factor of production information.

Citation

Weiber, R. and Kollmann, T. (1998), "Competitive advantages in virtual markets ‐ perspectives of “information‐based marketing” in cyberspace", European Journal of Marketing, Vol. 32 No. 7/8, pp. 603-615. https://doi.org/10.1108/03090569810224010

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