Marketing in e-Commerce through the Implementation of the Service Perspective : A Case Study of the Start-Up Firm - EarnBidWin.com

Abstract: This Thesis will begin by highlighting the significance of social media networks and e-Commerce in today’s business environment. The purpose of this paper is to develop an external marketing strategy that can be employed by start-up firms operating in the e-Commerce of reverse auction sites.   The paper will particularly focus on the company EarnBidWin.com and the marketing strategy will be based on the Service Perspective. EarnBidWin.com is an online reverse auction site that is new and unique compared to other existing models of reverse auction. EarnBidWin.com is a web-based advertising and networking platform that features e-Campaigns (performance-based advertising) and reverse auctions. EarnBidWin.com’s unique business model within a social-business network offers a win-win situation for all parties concerned.   A qualitative research method is conducted by using a case study. The data is gathered through the primary source of interviews with the CEO of the company, along with the secondary source of extensive academic literature. Finally, the results are presented in a discussion of a proposed marketing strategy based on the combination of the Service Perspective and the Critical Success Factors of high growth start-up firms in the e-Commerce arena.