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A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain
| Content Provider | MDPI |
|---|---|
| Author | Zolt, án Máté Gyenge, Balázs Vida, Imre Bilan, Yuriy Vasa, László |
| Copyright Year | 2021 |
| Description | The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) with the factors and latest methods of e-commerce or even mobile commerce and traditional commerce and their main differences. Based on the four clusters examined, we develop a new strategic model for practice with suggestions which can be used by small and medium-sized enterprises (SMEs) and which they can incorporate directly into their business models. Starting point of our hypothesis was that in order to develop an effective and delivered communication, a market needs to be targeted and at least four different clusters should be formulated. |
| Ending Page | 1149 |
| Page Count | 14 |
| Starting Page | 1136 |
| e-ISSN | 07181876 |
| DOI | 10.3390/jtaer16040064 |
| Journal | Journal of theoretical and applied electronic commerce research |
| Issue Number | 4 |
| Volume Number | 16 |
| Language | English |
| Publisher | MDPI |
| Publisher Date | 2021-03-25 |
| Access Restriction | Open |
| Subject Keyword | Journal of theoretical and applied electronic commerce research Journal of Theoretical and Applied Electronic Commerce Research Information Systems Business Development Online Marketing E-commerce Effective Communication Social Media Social Networking M-commerce |
| Content Type | Text |
| Resource Type | Article |
