Inderscience Publishers

E-entrepreneurship strategies to overcome barriers to market entry – a system theory and cybernetics perspective

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Courtesy of Inderscience Publishers

Any market – and thus also that of the Telecommunications, IT, Media, and Entertainment (TIME) field – can be characterised as a system. All systems have a particular degree of complexity. As e-enterprises are sub-systems of the overall 'TIME' system, they will always be of lesser complexity than their 'parent' system. It is this differential, named in this article the complexity gradient, which, seen from both the cybernetics and the system theory perspective, effectively constitutes the most significant barrier to market entry for e-entrepreneurs. It is thus appropriate for those e-enterprises to consider three questions: how can complexity be characterised in the TIME industry? What visible commercial challenges does this produce? What are the challenges when interpreted from a system theory and cybernetics standpoint? These questions are addressed in the following article, which also offers e-entrepreneur recommendations based in system theory and cybernetics.

Keywords: complexity, convergence, cybernetics, divergence, external systems, market entry barriers, market exit barriers, multi-stability, system theory, strategy, e-entrepreneurship, electronic entrepreneurship, telecommunications, information technology, media, entertainment

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