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Title:
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A MARKETING CHALLENGE OF INTERNATIONAL E-RETAILING: A CASE OF SMES IN THE OULU REGION, FINLAND |
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Author(s):
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Helena Ahola, Sinikka Suutari, Taina Vuorela |
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ISBN:
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978-972-8939-82-3 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2013 |
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Edition:
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Single |
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Keywords:
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E-retailing, internationalization, marketing capability, SME |
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Type:
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Short Paper |
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First Page:
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371 |
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Last Page:
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375 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Small e-retailers need to grow and internationalize to be competitive. For global e-business, the internet provides a rich and flexible channel. The City of Oulu supports local e-entrepreneurs by providing services needed in marketing. This paper discusses marketing capability and provides an exploratory case study of how marketing capability is being built in Oulu. In addition to the efforts made at present, it is suggested that big retail operators should develop e-retail concepts which could then be franchised to e-retailers. Similarly, e-retailers need easy to use platforms with partnerships integrated in their interfaces. Furthermore, as marketing is context-dependent, marketing capability about how to operate in different market areas or countries should be built into the platform to make it easy to start doing e-business. Further research is suggested on e-business platforms for different business models and marketing concepts. In addition, more permanent and continuous support for local e-entrepreneurs is systematically needed within the e-retailing ecosystem. |
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