A multi-dimensional framework for e-commerce marketing

After the "dot com" bubble burst, many e-commerce business models and applications failed to survive in the current business environment. In this research, we focus on some reasons of the failure of e-commerce business models and applications. The factors for e-commerce failure were classified as products characteristics and marketing channel characteristics. In this paper, we propose a framework, which-describe the relationships between the products characteristics and the marketing channels that are used to distribute their products. A utility formula is used to evaluate the possibility to succeed if a certain combination of products/channel is used in the market place.