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

Balázs Gyenge ^[1] ; Zoltán Máté ^[3] ; Imre Vida ^[1] ; Yuriy Bilan ^[4] ; László Vasa ^[2]
1. [1] Szent István University
  
  Szent István University
  
  Hungría
2. [2] Széchenyi István University
  
  Széchenyi István University
  
  Hungría
3. [3] Budapest Business School
4. [4] University of Social Sciences
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Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 16, Nº. 4, 2021, págs. 1136-1149
Idioma: inglés
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Resumen
- 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.