Title: Literature review of emerging trends and future directions of e-commerce in global business landscape

Authors: Sandeep Goyal; Bruno S. Sergi; Mark Esposito

Addresses: Institute for Competitiveness, U 24/8, DLF Phase 3, Gurgaon 122 002, Haryana, India; GD Goenka University, Sohna Road, Gurgaon – 122 103, Haryana, India ' University of Messina, Messina, Italy; Harvard University, Cambridge, MA 02138, USA ' Harvard University, Division of Continuing Education, 51, Brattle Street Cambridge, MA, 02138, USA; Grenoble Ecole de Management, 12 rue Semard, 38000 Grenoble, France

Abstract: The global business landscape is undergoing a dynamic transformation due to the increasing penetration of internet and communication technologies. This article reviews the e-commerce literature to understand the emerging trends and future directions, which are shaping the competitive trends in the global business landscape. The article focuses on the following research dimensions - e-commerce definition; underlying research themes; theoretical models and frameworks used to understand e-commerce adoption; and key challenges faced by the e-commerce providers. The first contribution involves elaborating the broad perspectives and statistical overview of the selected articles including the publications summary, research themes, methodology, and locations. The second contribution involves presenting an integrated view of e-commerce definitions across five dimensions - information, technology, buy-sell transactions, monetary transactions and competition. The third contribution involves highlighting the theoretical models being used to study patterns of consumer behaviour. The fourth contribution lies in identifying the key challenges faced by the e-commerce organisations.

Keywords: e-commerce; internet; literature review; e-commerce challenges; e-commerce definition.

DOI: 10.1504/WREMSD.2019.098454

World Review of Entrepreneurship, Management and Sustainable Development, 2019 Vol.15 No.1/2, pp.226 - 255

Received: 07 Jul 2016
Accepted: 18 Dec 2016
Published online: 25 Mar 2019 *

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