The ultimate dynamic challenge

: how ClubeFashion is reinventing ecommerce facing the future

Abstract

The arrival of electronic commerce has persuaded many organizations to develop a web presence to exploit the opportunities offered by the Internet. The sign to build a sustainable competitive advantage in an environment that commoditizes products and allows for easy imitative behavior through instant access to information on competitor's offerings it is not clear yet. This study endeavors to facilitate an understanding of this complex and critical matter. To help understand how companies in this environment, can cave way from a mere economic collapse, the alignment between back and front office is analyzed under the Resource Base View and Dynamic Capabilities framework. By empirically analyzing primary and secondary data from ClubeFashion, the relationship between electronic commerce capability, customer value, and both short and long-term performance are examined during this exploratory analysis. The results show that ClubeFashion with a high e-commerce capability exhibit superior performance and that generates higher customer value. In addition, the results show that ClubeFashion enhances short-term performance by providing value to the customer in repurchase situations. But in order to build customer loyalty and thus longterm performance, ClubeFashion enhances customers´ product ownership experience.

Date of Award	2011
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)