Title: Transpiring journey of innovative e-commerce

Authors: Satish Chandra Ojha

Addresses: STEP-HBTI, HBTU Campus, Uttar Pradesh, India

Abstract: The paper aims to understand how innovative e-commerce has been explored in the last decade by providing a systematic review of the existing literature on innovative e-commerce. The study further aims to summarise a few basic and important issues that the forthcoming research should address. An extensive literature review was carried out on innovative e-commerce spread over various journals identified from the e-academic databases of EBSCOS, Scopus, Science Direct and Emerald. A total of 68 conceptual and empirical articles on innovative e-commerce research spanning from 2008 to 2018 were analysed based on the various classification schemes. Innovative e-commerce is becoming a key concept in the field of marketing. The current study presents the journey of the journey of innovative e-commerce considering the various inclusion and exclusion criteria.

Keywords: innovative e-commerce; literature review; e-commerce; innovation in e-commerce.

DOI: 10.1504/IJBFMI.2019.105340

International Journal of Business Forecasting and Marketing Intelligence, 2019 Vol.5 No.4, pp.385 - 400

Received: 29 May 2019
Accepted: 02 Jul 2019
Published online: 24 Feb 2020 *

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