Models of Internet market share strategic planning for e-market systems

This study investigates the critical factors that support establishing high market share for Internet-based businesses. First it surveys the marketing literature for those factors that have traditionally been recognized to contribute to market share. Advertising, product prices, quality, selection, customization, and brand popularity share are found to be important factors. Next, the study identifies some principle quantitative models for modeling market share. Then it identifies some factors that have been identified in literature that would be expected to contribute to market share of Internet-based businesses. These include Internet advertising, shopping agents, customer loyalty and trust, among others. Finally, the study proposes a simple linear and a logistic model as the best potential choices for modeling Internet-based market share.