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Designing Digital Marketplaces for Competitive Advantage

Designing Digital Marketplaces for Competitive Advantage

Dinesh Rathi, Lisa M. Given
Copyright: © 2011 |Pages: 19
ISBN13: 9781609605872|ISBN10: 160960587X|EISBN13: 9781609605889
DOI: 10.4018/978-1-60960-587-2.ch214
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MLA

Rathi, Dinesh, and Lisa M. Given. "Designing Digital Marketplaces for Competitive Advantage." Global Business: Concepts, Methodologies, Tools and Applications, edited by Information Resources Management Association, IGI Global, 2011, pp. 468-486. https://doi.org/10.4018/978-1-60960-587-2.ch214

APA

Rathi, D. & Given, L. M. (2011). Designing Digital Marketplaces for Competitive Advantage. In I. Management Association (Ed.), Global Business: Concepts, Methodologies, Tools and Applications (pp. 468-486). IGI Global. https://doi.org/10.4018/978-1-60960-587-2.ch214

Chicago

Rathi, Dinesh, and Lisa M. Given. "Designing Digital Marketplaces for Competitive Advantage." In Global Business: Concepts, Methodologies, Tools and Applications, edited by Information Resources Management Association, 468-486. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60960-587-2.ch214

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Abstract

In today’s digital world the majority of companies, including small and medium-sized enterprises (SMEs) and large firms, aim to have an online presence. However, SMEs differ from large-sized companies in terms of financial and staffing resources, which have implications for the development of e-business strategies. Thus, SMEs must not only overcome these barriers but must also take care of critical success factors (CSFs), including developing a good website and ensuring that their websites are listed among the top search engine results. This chapter discusses three elements (i.e., design principles, web usability and search engine optimization), which are vital to the effective design of a successful digital marketplace. The chapter discusses the importance of integrating these three elements in website design especially for SMEs.

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