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Early adopters of the Web as a retail medium: small company winners and losers

Early adopters of the Web as a retail medium: small company winners and losers From July 1995 until July 1996 we followed a group of small companies that were retailing on the Web. We surveyed our sample three times over this period, collecting both quantitative and qualitative data and visible data from their Web sites. Our intention was to initiate research into successful Web‐based retail ‐ put simply, what makes a small company successful on the Web? Using ideas from grounded theory and our findings, we suggest important factors and constructs that can be used for further work in this area. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Early adopters of the Web as a retail medium: small company winners and losers

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569810224038
Publisher site
See Article on Publisher Site

Abstract

From July 1995 until July 1996 we followed a group of small companies that were retailing on the Web. We surveyed our sample three times over this period, collecting both quantitative and qualitative data and visible data from their Web sites. Our intention was to initiate research into successful Web‐based retail ‐ put simply, what makes a small company successful on the Web? Using ideas from grounded theory and our findings, we suggest important factors and constructs that can be used for further work in this area.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 1998

Keywords: Internet; Marketing communications; Marketing research; Retailing; Small firms

References

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