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The Role of Customer Involvement in Creating Competitive Advantage in the Russian E-commerce Market

2016

Nowadays, e-commerce as a business model is a relatively new segment of the retail market. Although e-commerce is a highly dynamic business, consideration e-retailer website as a catalog of goods or services is not enough to maintain competitiveness and increase market share. Rapid changes in the customers’ behavior force companies to study carefully from where and how the value for customers actually arises. Companies can create competitive advantage by involving customers in the process of value creation, and consequently it will contribute to increase customer loyalty and satisfaction. However, the possibility to create value in e-commerce from developing social interface and customer involvement is often underestimated (Paredes et al., 2014). Treating customers as real partners demands new knowledge and tools. Also, capturing, analyzing and managing customer experience during the customer-oriented interactions with companies provide companies a big amount of unstructured data and only small part of it is being utilized by the majority of companies. The project addresses two global megatrends: digitalization and emerging markets growth. Studying emerging markets, to which Russia belongs, has become one of the most relevant questions on the research agenda of marketing researchers (Sheth, 2011; Burgess, Steenkamp, 2006; Alkanova, Smirnova, 2014). Researchers state that emerging markets have some specific features that distinguish them from advanced markets and this distinction requires the re-assessment and critical rethinking of marketing theory, strategies and practices (Sheth, 2011), marketing tools and research approaches (Burgess, Steenkamp, 2006). More evidence should be collected from emerging markets, providing insights and generating new perspectives on what is required for successful marketing practices (Pham, 2013), in particular in the e-commerce market. However, e-commerce market in Russia has not been well-examined in the existing literature.

Публикации по проекту:


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Daviy A., Rebiazina V. A., Смирнова М. М. Limiting and Driving Factors of E-commerce Market Development in Russia: Evidence from an Empirical Mixed-Method Study // Journal of Theoretical and Applied Electronic Commerce Research. 2018
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