Marketing and organisational development in e-SMEs understanding survival and sustainability in growth-oriented
By: Ashworth, Catherine J
Material type:
ArticlePublisher: 2012Description: 165 - 201Subject(s): E-Retail | Retail Marketing | Fashion | E-Sme | Pure-Play | Organisational Development
In:
International Entrepreneurship and Management JournalSummary: Following calls to explore organisational development in a fashion retail marketing context this paper conceptualises and explains how 14 fashion retailers operating purely online have developed their enterprises via a six-stage approach, through which they moved at various speeds, either in a linear sequence or concurrently. Effective strategies to secure sustainability for comfort-zone and growth-oriented enterprises are identified, including the development of online portfolios which acknowledges the presence of habitual entrepreneurship in fashion electronic retailing. This paper represents the first in-depth multiple case study into independent, successful pure-players marketing clothing, footwear and accessories categories online. A qualitative case approach is employed from a social constructionist perspective. Rich data is generated via in-depth interviews with owner-managers. Results are developed through thematic qualitative analysis and theoretical contributions are based on data saturation across cases and fashion categories, thus offering strong horizontal and vertical credibility. Findings stress the role of developing internet-technology competencies, strategic...
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
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Articles
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Ahmedabad (HO) | (Browse shelf) | Vol. 8, Issue. 2 | Available | 018508 |
Following calls to explore organisational development in a fashion retail marketing context this paper conceptualises and explains how 14 fashion retailers operating purely online have developed their enterprises via a six-stage approach, through which they moved at various speeds, either in a linear sequence or concurrently. Effective strategies to secure sustainability for comfort-zone and growth-oriented enterprises are identified, including the development of online portfolios which acknowledges the presence of habitual entrepreneurship in fashion electronic retailing. This paper represents the first in-depth multiple case study into independent, successful pure-players marketing clothing, footwear and accessories categories online. A qualitative case approach is employed from a social constructionist perspective. Rich data is generated via in-depth interviews with owner-managers. Results are developed through thematic qualitative analysis and theoretical contributions are based on data saturation across cases and fashion categories, thus offering strong horizontal and vertical credibility. Findings stress the role of developing internet-technology competencies, strategic...
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