UTILIZING THE CONCEPT OF CONVENIENCE AS A BUSINESS OPPORTUNITY IN EMERGING MARKETS
UTILIZING THE CONCEPT OF CONVENIENCE AS A BUSINESS OPPORTUNITY IN EMERGING MARKETS
Author(s): Malin Sundström, Anita RadonSubject(s): Financial Markets, ICT Information and Communications Technologies
Published by: Vilniaus Universiteto Leidykla
Keywords: e-commerce; emerging markets; convenience; retail strategy; non-store retailing;
Summary/Abstract: Non-store retailing is dominated by the Internet and is a potential strategy for manufacturers, brand owners, and retailers entering emerging markets. Consumers in developed markets shop online for a variety of retail goods, and motives for choosing e-commerce are often referred to as convenience reason. Convenience is essential for understanding why consumers prefer one channel to another. By revisiting the concept of convenience as a significant variable in e-commerce and exploring its complexity and the multiple meanings of the concept with regard to emerging markets, the paper considers a business opportunity in terms of new ways of reaching emerging markets and proposes potential lines for future research with regard to this concept.
Journal: Organizations and Markets in Emerging Economies
- Issue Year: 6/2015
- Issue No: 12
- Page Range: 7-21
- Page Count: 15
- Language: English