Beverland, Michael and Lindgreen, Adam  ORCID: https://orcid.org/0000-0001-7881-7350
2003.
AdultShop.com: establishing legitimacy with the 'virgin' consumer.
Marketing Intelligence and Planning
21
(6)
, pp. 379-391.
10.1108/02634500310499248
|
Abstract
Despite the recent failures of many e-businesses, the consensus remains that firms will need to develop e-commerce strategies if they are to compete in the future. However, there is little by way of empirical research on how firms can successfully do so. We examine a case of a large global Internet start-up in a heretofore neglected sector, that of adult entertainment. Our findings indicate the difficulties faced by Internet start-ups, as they seek to build mass-market penetration while controlling marketing and acquisition costs. The case also demonstrates the role that historical positioning and previous industry associations play in the development of an online brand.
| Item Type: | Article |
|---|---|
| Date Type: | Publication |
| Status: | Published |
| Schools: | Schools > Biosciences |
| Subjects: | H Social Sciences > HF Commerce |
| Uncontrolled Keywords: | Adults, Entertainment, Internet marketing, Marketing strategy, Relationship marketing |
| Publisher: | Emerald |
| ISSN: | 0263-4503 |
| Last Modified: | 25 Oct 2022 09:11 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/57593 |
Citation Data
Cited 1 time in Scopus. View in Scopus. Powered By Scopus® Data
Actions (repository staff only)
 |
Edit Item |
Altmetric
Altmetric