Business Strategy in the Online Industry : Market and Network Strategy in Multi-Layered Industries

Enormous growth and rapid changes challenge business strategy and the economic theory of the online industry. In the new marketspaces of the Internet much is happening, while causes and effects often seem unclear. The fundamental relevance for businesses, industrial sectors, and for academia requires a deeper analysis for strategic management. Christian Göttsch lays out the structural setting and the predominant mechanisms underlying the online industry. His work looks behind the obvious short-term effects and identifies enduring economic principles. The author presents a solid conceptual framework for this networked e-conomytm and provides successful product-market strategies in the online industry. His insights are frequently illustrated with American as well as European case studies of prominent players such as AOL, Yahoo! or Netscape