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Go Digital: B2C Microenterprise Channel Expansions
Åbo Akad Univ, Finland.
Åbo Akad Univ, Finland.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.ORCID iD: 0000-0003-1045-7058
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.ORCID iD: 0000-0002-4194-6957
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2019 (English)In: Journal of Electronic Commerce Research, ISSN 1938-9027, E-ISSN 1526-6133, Vol. 20, no 2, p. 75-90Article in journal (Refereed) Published
Abstract [en]

Online channels are highly relevant for microenterprises, but research focusing specifically on the challenges and circumstances faced by microenterprises doing channel expansions is scarce. A channel expansion is a strategic decision that will modify the business strategy of the company. Through twenty-two case studies in Finland and Sweden, we investigate microenterprises doing channel expansions. The goal of the research is to find out how microenterprises carry out channel expansions and what characteristics emerge from the two national samples. We look at the channel expansion from a business model perspective, which gives us a practical tool to probe the microentrepreneurs to discuss their expansions from many dimensions. Our findings show that microenterprises struggle to balance technology, business, and customer demands with competence and resources. A lack of strategic planning leads to a situation where both positive and negative outcomes of the channel expansions are largely unanticipated and unexpected.

Place, publisher, year, edition, pages
California State University , 2019. Vol. 20, no 2, p. 75-90
Keywords [en]
Business models, Channel expansion, Competence, Micro-entrepreneurs, Micro-enterprises, Online channels, Owner-managers, SMEs
National Category
Business Administration
Research subject
Economy, Business Informatics; Economy, Ledarskap, entreprenörskap och organisation
Identifiers
URN: urn:nbn:se:lnu:diva-83650ISI: 000467415100001OAI: oai:DiVA.org:lnu-83650DiVA, id: diva2:1318580
Available from: 2019-05-28 Created: 2019-05-28 Last updated: 2019-05-28Bibliographically approved

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Jeansson, JohnLundqvist, SiwMarcusson, Leif

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf