What is specific about e-tailers’ internationalisation?
(2022) BUSN39 20221Department of Business Administration
- Abstract
- Abstract
Title: What is specific about e-tailers’ internationalisation? The intertwinement of internationalisation, management of the marketing mix and consumers’ perceptions.
Date of the Seminar: June 2nd, 2022
Course: BUSN39 Degree Project in Global Marketing
Authors: Íris Einarsdóttir and Sandra Marín Gunnarsdóttir
Advisors: Ulf Elg
Keywords: Internationalisation, marketing mix, e-tailer, physical retailer, customer.
Thesis purpose: The study aims to point out what is specific about e-tailer’s internationalisation, management of their marketing mix and consumer’s perception of it, and how it differs from physical retailers.
Methodology: This is a qualitative study which takes a social constructionist view and a... (More) - Abstract
Title: What is specific about e-tailers’ internationalisation? The intertwinement of internationalisation, management of the marketing mix and consumers’ perceptions.
Date of the Seminar: June 2nd, 2022
Course: BUSN39 Degree Project in Global Marketing
Authors: Íris Einarsdóttir and Sandra Marín Gunnarsdóttir
Advisors: Ulf Elg
Keywords: Internationalisation, marketing mix, e-tailer, physical retailer, customer.
Thesis purpose: The study aims to point out what is specific about e-tailer’s internationalisation, management of their marketing mix and consumer’s perception of it, and how it differs from physical retailers.
Methodology: This is a qualitative study which takes a social constructionist view and a relativist approach. That allowed us to gain a deep knowledge about the subject in question through the interview participants' responses.
Theoretical perspective: This study is built upon previous literature within the international retailing field, on internationalisation theories and the broader area within international marketing. We aimed to point out what is specific about these elements from an e-tailer’s perspective and how consumers perceive the actions they make. To achieve that, we looked at the difference between the markets of Denmark, Iceland and Germany.
Empirical data: This research provides two different perspectives on the e-tailing landscape. Firstly, semi-structured interviews were conducted with two managers within the case company Alpha, and secondly, semi-structured interviews were conducted with ten customers of Alpha. All respondents were chosen through a method of purposive and snowball sampling.
Conclusion: Our research confirms that there exists a difference between e-tailer’s and physical retailer’s internationalisation. The internationalisation of e-tailers offers the possibility to serve markets without committing to them, do a soft launch and monitor performance closely to make quick adjustments. The place element of the marketing mix is what mainly distinguishes e-tailers from physical retailers, but the price element is managed in the most similar way. Our research also found that the Danish, Icelandic and German consumers are distinguished by three different factors; sustainability-caring customers, product variety and service- minded customers and price-sensitive customers. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9090945
- author
- Einarsdóttir, Iris LU and Gunnarsdóttir, Sandra Marín LU
- supervisor
-
- Ulf Elg LU
- organization
- alternative title
- The intertwinement of internationalisation, management of the marketing mix and consumers’ perceptions.
- course
- BUSN39 20221
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Internationalisation, marketing mix, e-tailer, physical retailer, customer.
- language
- Swedish
- id
- 9090945
- date added to LUP
- 2022-06-28 09:54:14
- date last changed
- 2022-06-28 09:54:14
@misc{9090945,
abstract = {{Abstract
Title: What is specific about e-tailers’ internationalisation? The intertwinement of internationalisation, management of the marketing mix and consumers’ perceptions.
Date of the Seminar: June 2nd, 2022
Course: BUSN39 Degree Project in Global Marketing
Authors: Íris Einarsdóttir and Sandra Marín Gunnarsdóttir
Advisors: Ulf Elg
Keywords: Internationalisation, marketing mix, e-tailer, physical retailer, customer.
Thesis purpose: The study aims to point out what is specific about e-tailer’s internationalisation, management of their marketing mix and consumer’s perception of it, and how it differs from physical retailers.
Methodology: This is a qualitative study which takes a social constructionist view and a relativist approach. That allowed us to gain a deep knowledge about the subject in question through the interview participants' responses.
Theoretical perspective: This study is built upon previous literature within the international retailing field, on internationalisation theories and the broader area within international marketing. We aimed to point out what is specific about these elements from an e-tailer’s perspective and how consumers perceive the actions they make. To achieve that, we looked at the difference between the markets of Denmark, Iceland and Germany.
Empirical data: This research provides two different perspectives on the e-tailing landscape. Firstly, semi-structured interviews were conducted with two managers within the case company Alpha, and secondly, semi-structured interviews were conducted with ten customers of Alpha. All respondents were chosen through a method of purposive and snowball sampling.
Conclusion: Our research confirms that there exists a difference between e-tailer’s and physical retailer’s internationalisation. The internationalisation of e-tailers offers the possibility to serve markets without committing to them, do a soft launch and monitor performance closely to make quick adjustments. The place element of the marketing mix is what mainly distinguishes e-tailers from physical retailers, but the price element is managed in the most similar way. Our research also found that the Danish, Icelandic and German consumers are distinguished by three different factors; sustainability-caring customers, product variety and service- minded customers and price-sensitive customers.}},
author = {{Einarsdóttir, Iris and Gunnarsdóttir, Sandra Marín}},
language = {{swe}},
note = {{Student Paper}},
title = {{What is specific about e-tailers’ internationalisation?}},
year = {{2022}},
}