Successful strategies for e‐commerce: The case of Pandora bookstore in Turkey

Abstract

Purpose

The paper aims to review the latest management development across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

There is no e‐commerce success in small and medium‐sized enterprises (SME) without the strategic commitment of managers. The internet provides an extensive source for marketing intelligence and can enable SMEs to reach further markets. It allows high level of customer service and support and reinforces SME's natural advantage of speed and flexibility. Following an overview of the conditions required to take advantage of the internet, the Pandora case study shows a small book retailer becoming the largest bookstore in Turkey through successful e‐commerce utilization.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2008), "Successful strategies for e‐commerce: The case of Pandora bookstore in Turkey", Strategic Direction, Vol. 24 No. 3, pp. 24-26. https://doi.org/10.1108/02580540810854721