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Full-Text Articles in Business
The Impact Of Line (Brand) Extension Strategies On Competition And In-Store Operational Performance In The China E-Commerce Environment, Er-Yung Stephen Chu
The Impact Of Line (Brand) Extension Strategies On Competition And In-Store Operational Performance In The China E-Commerce Environment, Er-Yung Stephen Chu
Dissertations and Theses Collection (Open Access)
Line (brand) extension activity in the western markets may have tempered during the last decade, and most of the academic research that has been done is based on traditional brick and mortar stores. With the rise of e-commerce, line extension became a growth tool for brands. The study starts with the classification of line extension strategic types, which gives different tiers of Chinese e-commerce firms a good reference, especially in the rapidly changing e-commerce environment. It also seeks to give guidance for different aspects of launching new line extensions. Using this guidance, future brands can make better estimations of brand …
Strategies For E-Commerce Platform Adoption In The Manufacturing Sector In Western India, Neeraj Parikh
Strategies For E-Commerce Platform Adoption In The Manufacturing Sector In Western India, Neeraj Parikh
Walden Dissertations and Doctoral Studies
While 95% of Indian SME leaders have not adopted an e-commerce platform, the few SME leaders having adopted such platforms reported 64% higher sales and 65% higher profits. The purpose of this multi-case study, guided by the diffusion of innovation (DOI) theory, was to explore the strategies that Indian SME leaders used to adopt e-commerce platforms to expand their businesses. Data for this study emerged from conducting face-to-face, semistructured interviews with 3 SME leaders who operated in the manufacturing industry in western India. The data analysis process included validating, coding, interpreting, and summarizing data and generating themes. Methodological triangulation of …