2
Market development. Here online channels are used to sell into new markets, taking
advantage of the low cost of advertising internationally without the necessity for a
supporting sales infrastructure in the customer’s country.
Figure 5.20
Using the Internet to support different growth strategies
New markets
Market gr
owth
Existing markets
Market development strategies
Existing products
New products
Product growth
Diversification strategies
Using the Internet to support:
•
Diversification into related businesses
•
Diversification into unrelated businesses
•
Upstream integration (with suppliers)
•
Downstream integration
(with intermediaries)
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