Links with other organisations

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 (

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 for its strength in selling technology products and strong brand while John Lewis purchased's UK operations.

4 Spin-off (separation). Example: Egg bank is a spin-off from Prudential Financial Services Company.

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