E-TAILING: AN ANALYSIS OF WEB IMPACTS ON THE RETAIL MARKET

FANG WANG, MILENA HEAD, AND NORM ARCHER


Abstract

The Web has been changing the retail market in many ways. Following a new market framework, this paper analyzes the unique characteristics of the Web for retail applications, examines its market effects, and presents two perspectives for business response strategies. The Web can either be used as a marketing tool, which is integrated into traditional business strategies, or can be viewed as a new marketplace, which demands new business design. Differences between these two views will have strategic and implementation implications for both traditional and startup retailers as they adapt to Web marketing. Finally, we propose some research issues and challenges that should be addressed to better our understanding and promote the success of this new market- place

Sub Content Box

Gibson D. Lewis
Center For Business and
Economic Development
SHSU Box 2056
Huntsville TX 77341-2056
936-294-1518 Center Office
936-294-3957 Center Fax