GO DIGITAL: B2C MICROENTERPRISE CHANNEL EXPANSIONS

Anna Sell, Pirkko Walden, J Jeansson, S Lundqvist, L Marcusson

Research output: Contribution to journalArticleScientificpeer-review

2 Citations (Scopus)

Abstract

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.
Original languageUndefined/Unknown
Pages (from-to)75–90
Number of pages16
JournalJOURNAL OF ELECTRONIC COMMERCE RESEARCH
Volume20
Issue number2
Publication statusPublished - 2019
MoE publication typeA1 Journal article-refereed

Keywords

  • Micro-entrepreneurs
  • Micro-enterprises
  • Online channels
  • Owner-managers
  • Business models
  • Channel expansion

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