Strategies that work - the case of an e-retailer in an emerging market

被引:4
作者
Polatoglu, Vichuda Nui [1 ]
机构
[1] Anadolu Univ, Fac Econ & Adm Sci, Management Informat Syst, Eskisehir, Turkey
关键词
Electronic commerce; Internet; Retailing; Small to medium-sized enterprises; Emerging markets; Turkey;
D O I
10.1108/17468800710824536
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - The objective of this paper is to identify, analyze and discuss successful strategies and approaches taken by a small retailer with internet storefront in an emerging market economy. Design/methodology/approach - A case study is used to illustrate, how a small book retailer became the largest online bookstore in Turkey through successful e-commerce utilization. Findings - The case provides information about various successful strategies that have been designed to improve the performance of internet retailers in a developing country. Research limitations/implications - The data collection method appears to be unorthodox. Although the story of internet booksellers is not new, the case is located in an emerging and "non conventional" market. Practical implications - The paper promotes a context of e-commerce in developing nations and makes the case for internet channels as a viable competitive strategy for small to medium-sized enterprises (SMEs). Originality/value - This paper gives the inside look at e-commerce in emerging market. The internet is an important venue for growth and expansion among retail entrepreneurs in developing nations. It adds to the important literature on the use of e-commerce by SMEs.
引用
收藏
页码:395 / 405
页数:11
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