How is entrepreneurial marketing shaped by E-commerce technology: a case study of Chinese pure-play e-retailers
(2023)
Journal Article
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
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 expl...
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