Research on Australian e-tailers: strategic issues, success factors, and challenges
by Xueli Huang
International Journal of Services Technology and Management (IJSTM), Vol. 4, No. 4/5/6, 2003

Abstract: The emergence of the internet has revolutionised the retailing industry. This paper attempts to integrate research on Australian e-tailers and to explore empirically strategic issues in managing e-tailers. Research so far on Australian e-tailers has shown that they have used state-of-the-art internet technology in designing their websites and have offered a big range of products to their online customers. The most difficult challenge facing them is fulfilment because of geographic isolation and low population density. The Australian government is actively involved in tackling those issues that concern consumers, such as privacy and security, by legislation and promoting a ''best practice model''. The findings from a case study of an Australian e-tailer can help us understand several strategic issues in managing pure e-tailers. To survive, e-tailers need to select product offerings carefully, streamline business processes, minimise marketing budgets and HR costs, improve fulfilment efficiency, and adopt a long-term growth strategy.

Online publication date: Wed, 24-Sep-2003

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