Strategic integration in the Swedish nutritional online and offline market

University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

Abstract:

The purpose of this thesis is to investigate how e-business might be integrated into a strategical framework. The strategical framework was based on the Nilsson and Rapp (2005) strategical framework, and e-business strategies were mainly based on customer relationship management strategies that are used in e-commerce companies. We selected Gröndals Apotek, Nu3 and Apotek Hjärtat as our sample, semi-structured interviews as our method and we found that given the external factors in the business environment, retaining and extending online marketing strategies could be integrated into the corporate strategy without taking into consideration of the firm-size. In addition, we found that e-business acquisition strategies such as SEM and blogs were more useful for different firm-sizes in order to create strategic congruence of integrating e-business into the corporate strategy. Lastly, online customer service and pricing were two features that could be appropriate features in the integrated online marketing strategies that aim’s in displaying the competitive advantage.

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