US retail giant Walmart acquisition of 77% controlling stake in Flipkart in May 2018 has set a new chapter in the Indian online retail market. Our results suggest that platform competition is shaped by important strategic trade‐offs and that the WTA approach will not be universally successful. We also show that a differentiation strategy based on distinctive positioning improves a platform's performance only when a platform system is highly distinctive relative to its rivals.
We show that when platform firms pursue two popular WTA strategies concurrently and with equal intensity (growing the number and variety of applications while also securing a larger fraction of those applications with exclusivity agreements), it diminishes the benefits of each strategy to the point that it lowers platform performance. We challenge the unconditional logic of a winner‐take‐all (WTA) approach by empirically analyzing the dominant strategies used to build and position platform systems in the U.S. It also sheds light from many different angles on how consumers experience and are influenced by the digital environments in which they are situated as part of their daily lives.īecause the literature on platform competition emphasizes the role of network effects, it prescribes rapidly expanding a network of platform users and complementary applications to capture entire markets. This article also studies about the current scenario of e-shopping in India through e-tailers namely Amazon, Flipkart, Bigbasket and food delivery apps named Zomato and Swiggy.
The prospect of e-shopping is increasing in India because of many factors such as increased internet literacy, perceived usefulness, increased number of working women and entry from the global and local participants. The impact of e-marketing falls across a) Global access, b) Time independence and c) Ubiquity. The major strategies of e-marketing include website design and content, search engine optimization, directory submissions, reciprocal linking strategies, online advertising and email marketing. It also contains a brief description of e-marketing, different methods, benefits,impact of e-marketing and urban transformation. E-marketing is the use of information technology in the processes of creating, communicating and delivering value to customers and its stakeholders.This article focuses on the growing importance of e-marketing, including e-tailing and e-shopping. It is inexpensive and quick access to digital information and entertainment and in turn, it transforms individuals, businesses, economies and societies. India is witnessing the tremendous growth in e-marketing.
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