Vision for a successful e-business Strategy :
Understanding market wants and needs , identify and respond to the real demands of the B2B market is not an option.
Ability
to identify, develop market affinities and manage efficiently market
segments is the major challenge e-companies are facing to reach break even.
Creating
mind-share, building brand experience and brand equity are long term
objectives difficult to accomplish in the
context of high burning rate and unclear business value.
Prior to major investments and because of
the nature of internet, e-branding process can be initiated in early stage by testing the
Marketing Mix and anticipating markets behaviors and
trends.
A strong e-brand will lead to strong
financial fundamentals by :
- communicating the brand's point of differentiation.
- reaching a critical mass.
- reaching a faster ROI.
- creating a sustainable competitive advantage
