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The battle for marketshare has moved online
Rasmus Bech Hansen in Borsen
09.03.10
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No company will be a future market leader without also being a marketleader online, says Rasmus Bech Hansen, MD at Kontrapunkt Online in an article in today's Børsen about how companies can use the web to gain marketshare.
Mr. Bech Hansen argues that the challenge companies face online is not tactical, but strategic. Companies will not gain long term marketshare online or improve their competitiveness by improving it's website or through clever social marketing. The only way to win online is for a company to take part of it's core products and services online and thereby differentiate existing offerings, create more customer value and avoid a pure price competition. According to Mr. Bech Hansen the web has become today's primary business battleground, but executives still treat the web as a communication channel.
Read a summary of the article at Borsen here
Read a blog post on this topic here
Mr. Bech Hansen argues that the challenge companies face online is not tactical, but strategic. Companies will not gain long term marketshare online or improve their competitiveness by improving it's website or through clever social marketing. The only way to win online is for a company to take part of it's core products and services online and thereby differentiate existing offerings, create more customer value and avoid a pure price competition. According to Mr. Bech Hansen the web has become today's primary business battleground, but executives still treat the web as a communication channel.
Read a summary of the article at Borsen here
Read a blog post on this topic here