A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain

Gyenge B., Máté Z., Vida I., Bilan Y., Vasa L.

Journal of Theoretical and Applied Electronic Commerce Research, vol.16, no.4, pp.1136-1149, 2021 (SSCI, Scopus) identifier

  • Nəşrin Növü: Article / Article
  • Cild: 16 Say: 4
  • Nəşr tarixi: 2021
  • Doi nömrəsi: 10.3390/jtaer16040064
  • jurnalın adı: Journal of Theoretical and Applied Electronic Commerce Research
  • Jurnalın baxıldığı indekslər: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Aerospace Database, Applied Science & Technology Source, Business Source Elite, Business Source Premier, Communication Abstracts, Computer & Applied Sciences, INSPEC, Metadex, DIALNET, Civil Engineering Abstracts
  • Səhifə sayı: pp.1136-1149
  • Açar sözlər: business development, e-commerce, effective communication, m-commerce, online marketing, social media, social networking
  • Açıq Arxiv Kolleksiyası: Məqalə
  • Adres: Bəli

Qısa məlumat

The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) with the factors and latest methods of e-commerce or even mobile commerce and traditional commerce and their main differences. Based on the four clusters examined, we develop a new strategic model for practice with suggestions which can be used by small and medium-sized enterprises (SMEs) and which they can incorporate directly into their business models. Starting point of our hypothesis was that in order to develop an effective and delivered communication, a market needs to be targeted and at least four different clusters should be formulated.