haku: @indexterm COMPETITION / yhteensä: 3278
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| Tekijä: | Cordeiro, W.P. |
| Otsikko: | A case study: How a retail jewelry store learned to compete in the e-commerce market place |
| Lehti: | Journal of Internet commerce
2003 : VOL. 2:1, p. 19-28 |
| Asiasana: | Electronic commerce Competition Case studies Marketing Retailing |
| Vapaa asiasana: | e-commerce |
| Kieli: | eng |
| Tiivistelmä: | This case study describes how a retail jewelry store adapted to a new e-commerce market place. Until the mid-1990s, typical customers of the store were in the lower to middle socio-economic segment. At the time, the marketing strategy included e.g. a large dramatic sign, local print and radio advertising, a sales staff aggressively pushing the perceived value and emotional component of jewelry, and an after-sales follow-up program. E-commerce created more knowledgeable customers recognizing their buying alternatives. The store reacted by developing several proprietary web sites, displaying products in the store "as seen on " the home shopping networks. During the implementation of the e-commerce changes, problems arose in two areas: project management and cultural adaptation issues. Once these issues were effectively addressed sales stabilized and returned to prior levels. This case study explores a well-known strategic principle: all organizations must monitor their changing environment and adapt accordingly. |
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