NDLI: FURTHERING THE INTEGRATION OF ONLINE MARKETING IN THE GROCERY INDUSTRY THROUGH BUSINESS MODEL AND VALUE ASSESSMENT

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FURTHERING THE INTEGRATION OF ONLINE MARKETING IN THE GROCERY INDUSTRY THROUGH BUSINESS MODEL AND VALUE ASSESSMENT

Content Provider	CiteSeerX
Author	Dickey Irene, J. Lewis William, F.
Abstract	Recent prominence of online marketing in both the academic and trade literature reveals a mounting but confusing body of knowledge. Each year since consumer products have been available for sale online, news of the opportunities associated with online grocery shopping has been widely reported. In the beginning, the outlook was encouraging and grocers forged on. This article examines various business models that could be used by online grocers and the customer value these are designed to deliver. Also examined is the impact that the development of new, effective business models (which includes e-business) could have on future trends in online grocery shopping. The nature and key determinants of the value which can be delivered to consumers with an online business model in the grocery industry are examined to assist in the development and presentation of a framework of recommendations for business model advancement for grocers which suggests whether an online channel should be included as an ancillary business of traditional grocers or whether online grocery businesses can succeed on their own as stand-alone businesses. This study makes a contribution to research by expanding the horizons of previous studies on the value of electronic marketplaces into the grocery industry. The results can be directly applied to the grocery industry in tailoring marketing programs.
File Format	PDF
Access Restriction	Open
Subject Keyword	Electronic Marketplace Online Channel Stand-alone Business Trade Literature Traditional Grocer Recent Prominence Sale Online Key Determinant Effective Business Model Marketing Program Previous Study Consumer Product Grocery Industry Online Business Model Future Trend Customer Value Online Marketing Online Grocery Shopping Ancillary Business Various Business Model Business Model Advancement Online Grocery Business Online Grocer
Content Type	Text
Resource Type	Article

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