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Case Study: E-bay; Fixing an Online Marketing Pioneer
Question 2
How has the change in the nature of eBay sellers affected the creation of value for buyers?
In this question, we will refer to the Porter’s Generic Value Chain in which they will focuses on
systems, and how inputs are changed into the outputs purchased by consumers. Using
framework above, Porter explained a chain of activities by divided them into primary and
support activities.
Primary Activities
Primary activities can be identified as activities that are directly to the physical creation, sale,
maintenance and support of a product or service. They consist of the following:
