This thesis suggests potential of web as sales channel and potential intensity of channel conflict as two factors applicable in decision-making stage when a firm considers web as a direct sales channel. It analyzes and categorizes 63 Korean firms in manufacturing and financial industry. Furthermore, it suggests effective web strategies for each category; Quick Transformation, Collaborative Transformation, Channel Relationship Enhancement, and Customer Relationship Enhancement. Quick Transformation helps a firm implement web sales channel as quickly as possible to realize first mover's advantage. Collaborative Transformation can minimize channel conflict while implementing web-based sales channel. Channel Relationship Enhancement supports its off-line sales channel via web-based system. Customer Relationship Enhancement attempts to implement web-based community site to enhance customer loyalty. To verify the feasibility of these suggested strategies , four Korean companies are illustrated.
