Strategies that work – the case of an e‐retailer in an emerging market
Abstract
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.
Keywords
Citation
Nui Polatoglu, V. (2007), "Strategies that work – the case of an e‐retailer in an emerging market", International Journal of Emerging Markets, Vol. 2 No. 4, pp. 395-405. https://doi.org/10.1108/17468800710824536
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited