Title: B2C e-commerce: the Italian market

Authors: Umberto Bertele, Raffaello Balocco, Isabella Gandini, Andrea Rangone

Addresses: Department of Management Engineering, Politecnico di Milano, Piazza L. Da Vinci 32, 20133 Milan, Italy. Department of Management Engineering, Politecnico di Milano, Piazza L. Da Vinci 32, 20133 Milan, Italy. Department of Management Engineering, Politecnico di Milano, Piazza L. Da Vinci 32, 20133 Milan, Italy. Department of Management Engineering, Politecnico di Milano, Piazza L. Da Vinci 32, 20133 Milan, Italy

Abstract: This article deals with the Italian B2C e-commerce market and serves two purposes. Firstly, the evolution of the business is described by reference to the principal results of a study carried out by an observatory of B2C electronic commerce in Italy promoted by the Associazione Impresa Politecnico, Idc Italia and The Boston Consulting Group [1]. Secondly, the main business models currently found in Italy are analysed with the help of some important cases.

Keywords: e-commerce; B2C; performance; business models.

DOI: 10.1504/IJBPM.2002.000114

International Journal of Business Performance Management, 2002 Vol.4 No.2/3/4, pp.182-201

Published online: 13 Jul 2003 *

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