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Recent prominence of online marketing in both the academic and trade literature reveals a mounting but confusing body of knowledge. Each year since consumer products have been available for sale online, news of the opportunities associated with online grocery shopping has been widely reported. In the beginning, the outlook was encouraging and grocers forged on. This paper examines various business models that could be used by online grocers and the customer value these are designed to deliver. Also examined is the impact that the development of new, effective business models (Which includes e-business) could have on future trends in online grocery shopping.
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