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How is entrepreneurial marketing shaped by E-commerce technology: a case study of Chinese pure-play e-retailers

Hong, Yiwen; Sawang, Sukanlaya; Yang, Hsiao-Pei (Sophie)

Authors

Yiwen Hong

Hsiao-Pei (Sophie) Yang



Abstract

Purpose
The focus of this study is on how online-only retailers, known as pure-play e-retailers, leverage e-commerce platforms to identify and pursue market opportunities. Through the perspective of entrepreneurial marketing, this study aims to explore the influence of e-commerce technologies on the decision-making process of entrepreneurial marketing. This exploration is conducted via a case study of pure-play e-retailers based in China.

Design/methodology/approach
This study utilised a qualitative case study methodology to examine the complex processes of entrepreneurial marketing in an online environment. The study gathered detailed insights from both owner-managers and staff members of eight pure-play e-retail businesses. Additionally, the research involved a careful review of the firms' webpages and social media pages. This holistic approach facilitated a comprehensive understanding of their marketing strategies and practices.

Findings
The case study findings indicate that while many core aspects of entrepreneurial marketing remain important, there are distinct factors influencing the entrepreneurial marketing decision-making in the online marketplace. The online EM framework can be visualised as follows: (1) trend-orientated as well as innovative-orientated (2) data-orientated and entrepreneur-orientated (3) innovative-driven customer stimulation (4) orientated towards both platforms and proactiveness.

Originality/value
The paper provides an initial understanding of how digitalisation is enabling and transforming entrepreneurship in companies with high level digitalisation but low level digital development. Building on current entrepreneurial marketing literature, this paper develops an online entrepreneurial marketing framework to enhance understanding of the interaction between e-commerce technology and entrepreneurial marketing decision making.

Citation

Hong, Y., Sawang, S., & Yang, H.-P. (. (2024). How is entrepreneurial marketing shaped by E-commerce technology: a case study of Chinese pure-play e-retailers. International Journal of Entrepreneurial Behaviour and Research, 30(2/3), 609-631. https://doi.org/10.1108/ijebr-10-2022-0951

Journal Article Type Article
Online Publication Date Aug 18, 2023
Publication Date 2024-03
Deposit Date Dec 3, 2024
Print ISSN 1355-2554
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 30
Issue 2/3
Pages 609-631
DOI https://doi.org/10.1108/ijebr-10-2022-0951
Keywords Digital entrepreneurship, E-commerce, Entrepreneurial decision-making, Entrepreneurial marketing, SME online marketing