Strategies in E-Business

Positioning and Social Networking in Online Markets

  • Ignacio Gil-Pechuán
  • Daniel Palacios-Marqués
  • Marta Peris Peris-Ortiz
  • Eduardo Vendrell
  • Cesar Ferri-Ramirez

Table of contents

  1. Front Matter
    Pages i-vi
  2. Marta Peris Peris-Ortiz, Diana Benito-Osorio, Carlos Rueda-Armengot
    Pages 1-10
  3. Ángel F. Villarejo-Ramos, Manuel J. Sánchez-Franco, Elisa M. García-Vacas, Antonio Navarro-García
    Pages 11-28
  4. Fernando J. Garrigos-Simon, Yeamduan Narangajavana, José Luis Galdón-Salvador
    Pages 29-37
  5. Geovanny Perdomo, Claudia Alvarez, David Urbano
    Pages 39-54
  6. Carlos Devece, Rafael Lapiedra, Daniel Palacios
    Pages 55-65
  7. Jorge Arenas-Gaitán, Begoña Peral-Peral, María Ángeles Ramón-Jerónimo
    Pages 67-77
  8. Enrique Simarro Sanchís
    Pages 91-103
  9. Camilo Prado Román, Maria Pilar Conesa García, Jose María Merigó
    Pages 105-113
  10. Lea Isopoussu-Koponen, Ismo Koponen
    Pages 115-121
  11. Alexis Bañón-Gomis, José-Vicente Tomás-Miquel, Manuel Expósito-Langa
    Pages 123-145
  12. M. Pilar Conesa García, Ignacio Gil-Pechuán, Jose Miguel Albarracín Guillen
    Pages 147-160
  13. Back Matter
    Pages 161-165

About this book


In this volume, the authors apply insights from a variety of perspectives to explore the alignment among strategy, organization design, process and human resource management, and e-business practices on developing successful social networking programs—with particular regard to applying such initiatives against the backdrop of the global financial crisis and challenges to traditional business models. Showcasing in-depth case studies, the authors present emerging approaches to analyze the impact of investment in social networking sites, aligning internal resources, and measuring effects on positioning, branding, and new business creation.


The fact that a growing proportion of the world population has a relationship with social networking sites could prove very valuable for companies. The question is whether this represents a business opportunity, whether companies know how to make the most of it and if they will make the necessary efforts to adapt to these new platforms. In the modern world, social networking sites have enormous potential for large as well as small and medium-sized enterprises (SMEs); most companies are aware of the need for a presence on social networking sites, but at present their e-business strategies are part of their medium and long-term strategic planning and only a small percentage have been put into practice.


In short, this book attempts to answer the following questions: Is there a business opportunity for companies on social networking sites? Do they know how to make the most of it? Are they willing to make the necessary effort to adapt? Can e-business strategies contribute to company creation and the success of already existing businesses? And if so, how?


E-business Networking Online markets Positioning Search engine optimization (SEO) Small and medium-sized enterprises (SMEs)

Editors and affiliations

  • Ignacio Gil-Pechuán
    • 1
  • Daniel Palacios-Marqués
    • 2
  • Marta Peris Peris-Ortiz
    • 3
  • Eduardo Vendrell
    • 4
  • Cesar Ferri-Ramirez
    • 5
  1. 1.Department of Business AdministrationTechnical University of ValenciaValenciaSpain
  2. 2.Department of Business AdministrationTechnical University of ValenciaValenciaSpain
  3. 3.Department of Business AdministrationTechnical University of ValenciaValenciaSpain
  4. 4.DISATechnical University of ValenciaValenciaSpain
  5. 5.DSICPolytechnic University of ValenciaValenciaSpain

Bibliographic information

  • DOI
  • Copyright Information Springer Science+Business Media New York 2014
  • Publisher Name Springer, Boston, MA
  • eBook Packages Business and Economics
  • Print ISBN 978-1-4614-8183-6
  • Online ISBN 978-1-4614-8184-3
  • Buy this book on publisher's site
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