A Transition to Physical Retail from E-Business: A Case Study

M. Şebnem Ensari, Gül Eser

Abstract


Nowadays, “e-business” leads to fundamental changes in methods of doing business. Recently, a lot of traditional businesses change their business method from the current models to the combination of place and virtual space. For example, new economy created virtual companies like amazon.com which don’t have physical environment. Due to reduction in the costs and increases in the profit, lots of consultants and academicians guide entrepreneurs to establish a theory to shift from traditional company (brick and mortar towards bricks and clicks).

Specifying the shifting from traditional companies to virtual company and the profits of it is a known and familiar case. The purpose of this study is to examine the e-bebek company as a case and analyze its business model. With this study, apart from many companies that have carried their physical environment to virtual one, the actions, strategies and decision processes of a virtual company that has shifted to physical environment will be examined. Also, by examining the exceptional situation of the company e-bebek which turned into a traditional company, our study aims developing Enders and Jelassi’s (2000) model of shifting from clicks to bricks and clicks providing theoretical contributions to the related literature.


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DOI: https://doi.org/10.5296/bms.v7i1.9356

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