Skapande av mervärde på en priscentrerad markand : En studie av hur webbutiker skapar mervärde

Abstract: This paper investigates the phenomenon of retail trading over the Internet, something that was non-existent fifteen years ago. The purpose of the paper is to find out if and how large companies competing in a market with standardize products is adding value for their customers. The study is done using a qualitative method to compare two of Sweden’s largest customer electronics firms El-Giganten and ONOFF. Data is collected by observations made on the firm’s web shops and telephone interviews with Mr. Andreas Lalander, manager at El-Giganten’s web store and Mr. Fredric Söderberg, trade sector manager at ONOFF’s web shop. Using theories from both transactional marketing and service marketing an analysis is done leading to the conclusions that both companies is trying to add values by the usage of both hidden and supplementary services. The main difference between the companies is found to be that El-Giganten is more strongly focused on price while ONOFF instead tries to makes their customers feel safe.