Open AccessUtilizing the Concept of Convenience as a Business Opportunity in Emerging Markets
Author(s) -
Malin Sundström,
Anita Radón
Publication year - 2016
Publication title -
organizations and markets in emerging economies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.195
H-Index - 4
eISSN - 2345-0037
pISSN - 2029-4581
DOI - 10.15388/omee.2015.6.2.14219
Subject(s) - emerging markets , variety (cybernetics) , business , marketing , commerce , the internet , emerging technologies , industrial organization , computer science , finance , artificial intelligence , world wide web
Non-store retailing is dominated by the Internet and is a potential strategy for manufacturers, brand owners, and retailers entering emerging markets. Consumers in developed markets shop online for a variety of retail goods, and motives for choosing e-commerce are often referred to as convenience reason. Convenience is essential for understanding why consumers prefer one channel to another. By revisiting the concept of convenience as a significant variable in e-commerce and exploring its complexity and the multiple meanings of the concept with regard to emerging markets, the paper considers a business opportunity in terms of new ways of reaching emerging markets and proposes potential lines for future research with regard to this concept.