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Den mindre detaljhandlarens resa mot digitalisering: En kvalitativ studie om utvecklingen av digitala marknadskanaler hos mindre deta
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
The small retailer’s journey towards digitalization : A qualitative study regarding the development of digital market channels of small retailers (English)
Abstract [sv]

Bakgrund: Under senare år har detaljhandeln genomgått en betydande förändring till följd av ökad digitalisering och e-handel. Konkurrensen har ökat märkbart från digitala aktörer, vilket har lett till att många detaljhandlare har utökat sin affärsverksamhet till att även inkludera digitala marknadskanaler för att möta denna konkurrens. Mindre detaljhandlare har emellertid inte följt denna utveckling i samma takt som större aktörer. Studien kommer därför att närmare undersöka de underliggande förutsättningarna till varför mindre detaljhandlare inte har kommit lika långt i denna utveckling.

Syfte: Studien syftar till att undersöka vad som driver utvecklingen av digitala marknadskanaler hos mindre detaljhandlare, vilket kommer att realiseras genom att närmare kartlägga förhållandet mellan den digitala utvecklingen och detaljhandlarnas kundgrupp, produktkategori och resurser.

Genomförande: Studien är en iterativ flerfallsstudie av kvalitativ karaktär. Empiri har samlats in från elva detaljhandlare i Motala som har upplevt detaljhandelns förändring till följd av en ökad digitalisering och e-handel. Vidare har detaljhandlarna valts ut via ett strategiskt urval.

Slutsats: Studiens resultat visar att olika typer av detaljhandlare förhåller sig annorlunda till utvecklingen av digitala marknadskanaler beroende på vilken kundgrupp, produktkategori och resurser detaljhandeln innehar. Studien visar därför på att dessa olikheter bland de studerade förutsättningarna kan påverka vilken väg mindre detaljhandlare kommer ta när de kommer till deras utveckling av digitala marknadskanaler.

Abstract [en]

Background: The retail business has gone through a vital change during the last years due to the increase of digitalization and e-commerce. There has been a significant increase of competition from digital firms, which has resulted in an inclusion of digital market channels in the business model among many retailers, as a response to this increased competition. However, small retailers have not followed the same pace of development as bigger firms. This study will therefore do a closer investigation considering the underlying circumstances of why small retailers have not gone as far within this development.

Purpose: The study is aiming to investigate what influences the development of digital marketing channels among small retailers, which will be realized through a closer identification of the relationship between this development and the retailers’ customer group, product category and resources.

Completion: The study is an iterative, multiple case study characterized by a qualitative approach. The empirical material has been gathered from eleven retailers in the city of Motala that has experienced a change of the retail business caused by the increased digitization and e-commerce. Furthermore, the retailers have been chosen according to a strategic selection.

Conclusion: The result of the study is showing that that different types of retailers are approaching the development of digital market channels differently depending on their customer group, product category and resources. Therefore, the study is showing that these differences among the investigated circumstances can affect the tactical direction of small retailers when it comes to their development of digital market channels.

Place, publisher, year, edition, pages
2019. , p. 82
Keywords [sv]
E-handel, Digital marknadskanal, Kundgrupp, Produktkategori, Resurser, Sammankoppling, Implementering
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-158609ISRN: LIU-IEI-FIL-A--19/03036--SEOAI: oai:DiVA.org:liu-158609DiVA, id: diva2:1335077
Subject / course
Master Thesis in Business and Economics Programme (Business Administration); Master Thesis in International Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2019-09-03 Created: 2019-07-03 Last updated: 2019-09-05Bibliographically approved

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