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UTILIZING THE CONCEPT OF CONVENIENCE AS A BUSINESS OPPORTUNITY IN EMERGING MARKETS
University of Borås, Faculty of Textiles, Engineering and Business. (Swedish Institute for Innovative Retailing)ORCID iD: 0000-0003-2219-1525
2015 (English)In: Organizations and Markets in Emerging Economies, ISSN 2029-4581, Vol. 6, no 2, 7-21 p.Article in journal (Other academic) Published
Abstract [en]

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. 

Place, publisher, year, edition, pages
Vilnius, 2015. Vol. 6, no 2, 7-21 p.
Keyword [en]
e-commerce, emerging markets, convenience, retail strategy, non-store retailing
National Category
Business Administration
Research subject
Bussiness and IT
Identifiers
URN: urn:nbn:se:hb:diva-8723OAI: oai:DiVA.org:hb-8723DiVA: diva2:899060
Available from: 2016-01-31 Created: 2016-01-31 Last updated: 2016-01-31

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