Exploring a Firm’s Bricolage Process from Pure-Play to Click-and-Brick - Cases of Taiwan E-retailers
Date Issued
2014
Date
2014
Author(s)
Hsiao, Yu-Hsuan
Abstract
This paper exploring the process of Taiwanese e-retailers develop the distribution channel - from pure-play to brick-and-click by applying the lens of bricolage. The researcher chooses 3 Taiwanese e-retailers found during the period of rapid growth in e-commerce business, with 3 different e-commerce business models: Plain-me (B2C), Neogence (B2B2C), Pretty Girl’s mall (C2C) and uses multiple case study to analyze their critical events and activities and examine how they recombine the resources at hand to expand physical channels in resource-constrained environments.
The results suggest that e-retailers begin with different e-commerce business models lead to different path of developing physical channel. In addition, founders play a vital role in bricolage process, most “resources at hand” are contributed by the founders’ knowledge, skill, and social network. Bricolage behavior facilitates the e-retailers to integrate virtual and physical channels to achieve synergies and gain competitive advantage.
Subjects
資源拼貼
虛實整合
網路原生品牌
電子商務
通路
Type
thesis
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ntu-103-R00724078-1.pdf
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