Grocery e-commerce in the UK and Denmark

Strategic market creation

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

The purpose of this article is to propose a framework for the analysis of market creation and apply this to the grocery e-commerce business. The article develops a model of four forces that interplay when companies engage in the process of creating new markets. The applicability of the model is exemplified by examining the interaction of the forces having created grocery e-commerce markets in the UK and Denmark. The application of the model reveals that besides the usual identification of competition intensity, the persistency of market reach efforts of a focal firm and the value attraction of its offerings play a significant role in the creation of grocery e-commerce markets. The practical implications are that retailers should not just transfer a grocery e-commerce set-up from one national market to another without considering the mentioned four forces in their own national markets.
Original languageEnglish
JournalInternational Journal of Business Innovation and Research
Volume1
Issue number3
Pages (from-to)296 - 314
Number of pages18
ISSN1751-0252
DOIs
Publication statusPublished - 2007

Keywords

  • Home delivery
  • Retail strategy
  • Retail competition
  • E-commerce

Cite this

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title = "Grocery e-commerce in the UK and Denmark: Strategic market creation",
abstract = "The purpose of this article is to propose a framework for the analysis of market creation and apply this to the grocery e-commerce business. The article develops a model of four forces that interplay when companies engage in the process of creating new markets. The applicability of the model is exemplified by examining the interaction of the forces having created grocery e-commerce markets in the UK and Denmark. The application of the model reveals that besides the usual identification of competition intensity, the persistency of market reach efforts of a focal firm and the value attraction of its offerings play a significant role in the creation of grocery e-commerce markets. The practical implications are that retailers should not just transfer a grocery e-commerce set-up from one national market to another without considering the mentioned four forces in their own national markets.",
keywords = "Elektronisk detailhandel, Elektronisk handel, Storbritannien, Danmark, Grocery, Home delivery, Retail strategy, Retail competition, E-commerce",
author = "Niels Kornum and Mogens Bjerre",
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language = "English",
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}

Grocery e-commerce in the UK and Denmark : Strategic market creation. / Kornum, Niels; Bjerre, Mogens.

In: International Journal of Business Innovation and Research, Vol. 1, No. 3, 2007, p. 296 - 314.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

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AU - Kornum, Niels

AU - Bjerre, Mogens

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AB - The purpose of this article is to propose a framework for the analysis of market creation and apply this to the grocery e-commerce business. The article develops a model of four forces that interplay when companies engage in the process of creating new markets. The applicability of the model is exemplified by examining the interaction of the forces having created grocery e-commerce markets in the UK and Denmark. The application of the model reveals that besides the usual identification of competition intensity, the persistency of market reach efforts of a focal firm and the value attraction of its offerings play a significant role in the creation of grocery e-commerce markets. The practical implications are that retailers should not just transfer a grocery e-commerce set-up from one national market to another without considering the mentioned four forces in their own national markets.

KW - Elektronisk detailhandel

KW - Elektronisk handel

KW - Storbritannien

KW - Danmark

KW - Grocery

KW - Home delivery

KW - Retail strategy

KW - Retail competition

KW - E-commerce

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