Gulati and Garino (2000) identify a continuum of approaches from integration to separation for delivering e-marketing through working with outside partners. The choices are:
1 In-house division (integration). Example: RS Components Internet Trading Channel (www.rswww.com).
2 Joint venture (mixed). The company creates an online presence in association with another player.
3 Strategic partnership (mixed). This may also be achieved through purchase of existing dot-coms, for example, in the UK Great Universal Stores acquired e-tailer Jungle.com for its strength in selling technology products and strong brand while John Lewis purchased Buy.com's UK operations.
4 Spin-off (separation). Example: Egg bank is a spin-off from Prudential Financial Services Company.
Was this article helpful?
Explode your Affiliate Income Today By Learning FIRST How To Become A Successful Affiliate Manager! Do you want to know everything there is to know about running a successful affiliate program that brings you money on autopilot? Then get your hands on this brand new e-book.