HANDEL HYBRYDOWY W UMACNIANIU POZYCJI RYNKOWEJ SUPERMARKETÓW W POLSCE
HYBRID COMMERCE IN STRENGTHENING MARKET POSITION OF SUPERMARKETS IN POLAND
Author(s): Krystyna Iwińska-Knop, Dagmara SkurpelSubject(s): Economy, Business Economy / Management, Micro-Economics, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: e-commerce; supermarket; market position; FMCG market; hybrid commerce; distribution channel;
Summary/Abstract: Dynamic development of commerce in Poland driven by internationalization and concentration has forced companies to look for new sources of income. At the same time, electronic commerce has offered new quality in the organization of distribution channels. Combining stationary sales with e-commerce has been causing a challenge for companies trying to solidify their market position. The objective of the paper is to present the current condition of e-commerce usage by the supermarket chains. The paper is based on secondary sources as well as on own research conducted in 2013 on the sample of 419 respondents. The analysis has been supported by the research conducted by other authors and research institutes.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (2)
- Page Range: 459-471
- Page Count: 13
- Language: Polish