Gaining competitive advantages through a functionality grid for website evaluation

Wing Lok YEUNG, Ming Te LU

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

34 Citations (Scopus)

Abstract

As firms become more mature and competitive in deploying their Web sites, gaining competitive advantage through innovative Web site functions has become increasingly difficult. Previous studies lacked comprehensive analysis of the functionality of commercial Web sites. This article proposes a framework in the form of a two-dimensional grid for analyzing, comparing, and improving specifically the functionality of commercial Web sites. The grid classifies Web site functions into four types: information, communication, downloading, and transaction. It addresses a wide range of electronic commerce activities including advertising, sales, customer service, distribution, financing, and market research. A set of metrics are defined for objectively measuring the functionality of each type of function. Use of a functionality grid and the associated metrics are illustrated in a case study on the comparative analysis of three oil companies' Web sites. The results provide insights into how commercial Web sites differ in functionality.
Original languageEnglish
Pages (from-to)67-77
Number of pages11
JournalJournal of Computer Information Systems
Volume44
Issue number4
Publication statusPublished - 1 Jan 2004

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functionality
website
Websites
evaluation
market research
electronic commerce
sales
transaction
Electronic commerce
customer
firm
Marketing
Sales
communication
Communication
Industry

Keywords

  • Case study
  • Competitive advantages
  • Electronic commerce
  • Functionality
  • Web sites

Cite this

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Gaining competitive advantages through a functionality grid for website evaluation. / YEUNG, Wing Lok; LU, Ming Te.

In: Journal of Computer Information Systems, Vol. 44, No. 4, 01.01.2004, p. 67-77.

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

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AB - As firms become more mature and competitive in deploying their Web sites, gaining competitive advantage through innovative Web site functions has become increasingly difficult. Previous studies lacked comprehensive analysis of the functionality of commercial Web sites. This article proposes a framework in the form of a two-dimensional grid for analyzing, comparing, and improving specifically the functionality of commercial Web sites. The grid classifies Web site functions into four types: information, communication, downloading, and transaction. It addresses a wide range of electronic commerce activities including advertising, sales, customer service, distribution, financing, and market research. A set of metrics are defined for objectively measuring the functionality of each type of function. Use of a functionality grid and the associated metrics are illustrated in a case study on the comparative analysis of three oil companies' Web sites. The results provide insights into how commercial Web sites differ in functionality.

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KW - Competitive advantages

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