Challenges of Finnish B2C E-commerce: Achieving competitive advantage through brand and service marketing

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Knuuttila, Karri 2012-07-02T10:20:37Z 2012-07-02T10:20:37Z 2012
dc.description.abstract Objectives of the study The main goal of the study was to find out how marketing could potentially be used to improve the competitiveness of Finnish B2C web stores. This is an extremely important question because of the radically increased significance of e-commerce in Finland and the fact that both marketing and international competition are seen as great challenges by the Finnish web stores. Academic background and methodology In order to answer the research question a very thorough investigation of existing literature was conducted on the topics of competitive advantage, success factors, consumer behavior and technology, e-commerce and e-service quality, the significance of satisfaction, trust and loyalty in e-commerce context as well as influence, dynamics, methods and channels of marketing communications. After this, an empirical study was conducted using qualitative methods. Semi-structured interviews were used to collect data from web store merchants, as well as experts dealing with web stores and experts on consumers and markets. Findings and conclusions The findings of the research revealed several critical issues for B2C e-commerce success and gaps in the marketing know-how of Finnish B2C web stores. The main conclusion was that the overall level of know-how and knowledge among Finnish web stores is too low. Additionally, the best method of achieving competitive advantage is through strategic differentiation, which then again is best reached through the brand, service and product offering based positioning – all made more effective by localization. Several recommendations for the web stores as well as other parties are made in the thesis. en
dc.format.extent 162
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Challenges of Finnish B2C E-commerce: Achieving competitive advantage through brand and service marketing en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Economics en
dc.contributor.department Department of Information and Service Economy en
dc.contributor.department Tieto- ja palvelutalouden laitos fi
dc.subject.keyword e-commerce
dc.subject.keyword B2C
dc.subject.keyword success factors
dc.subject.keyword competitive advantage
dc.subject.keyword service marketing
dc.subject.keyword localization
dc.subject.keyword differentiation strategies
dc.subject.keyword web marketing
dc.subject.keyword digital channels
dc.subject.keyword multichannel integration
dc.subject.keyword social shopping
dc.identifier.urn URN:NBN:fi:aalto-201305163185
dc.type.dcmitype text en
dc.programme.major Information Systems Science en
dc.programme.major Tietojärjestelmätiede fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon tietojärjestelmät
dc.subject.helecon information systems
dc.subject.helecon verkkokauppa
dc.subject.helecon electronic commerce
dc.subject.helecon internet
dc.subject.helecon internet
dc.subject.helecon e-business
dc.subject.helecon e-business
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon kilpailuetu
dc.subject.helecon competitive advantage
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon brandit
dc.subject.helecon brands
dc.subject.helecon palvelut
dc.subject.helecon service
dc.ethesisid 12849 2012-06-18
dc.location P1 I

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