Yükselen Pazarlarda E-İşletme Pazarlama Başarı Faktörleri: Zorluklar ve Fırsatlar

Yıl 2021, Cilt: 5 Sayı: 13, 16 - 29, 31.12.2021

Yasemin Zengin

Öz

Yükselen pazarlar, dünyada giderek daha aktif ekonomik aktörler haline gelmektedir. Elektronik işletme uygulamaları, dijital gelişmelerin hızlanmasıyla yükselen pazarlarda daha çekici hale geliyor. Ancak, e-işletme faaliyetlerini başarılı kılacak faktörler her yükselen pazar için farklılık göstermektedir. Yükselen pazarlardaki tüketicilerin de farklı harcama alışkanlıkları vardır ve işletmelerden beklentiler farklılık gösterebilir. Bu bağlamda bu araştırmada, yükselen pazar Pakistan'da e-işletmelerde pazarlama faaliyetlerinde başarı koşulları bir örnek olay çalışması çerçevesinde incelenecektir. Veriler, yiyecek içecek sektöründe faaliyet gösteren bir e-işletme girişimcisi ile çevrimiçi görüşme yapılarak toplanmıştır. Sonuçlar, bir yükselen pazarda e-işletme faaliyetleri ile ilgili değerli ipuçları ortaya koymaktadır. Çalışmanın bulguları, kalabalık ve tüketim odaklı yükselen pazar tüketicilerinin davranışlarının anlaşılmasına da fayda sağlayacaktır.

Anahtar Kelimeler

E-İşletme, Yükselen Pazarlar, E-Ticaret, Yeme İçme Sektörü, Tüketici Davranışları

E-BUSINESS MARKETING PROSPECTS IN EMERGING MARKETS: CHALLENGES AND OPPORTUNITIES

Öz

Emerging markets are becoming more and more active economic actors in the world. Electronic business applications, are becoming more attractive in emerging markets with the acceleration of digital advances. However, the factors that will make e-business activities successful differ for each emerging market. Consumers in emerging markets also have different spending habits and expectations from businesses may vary. In this context, in this research, the success conditions in marketing activities in e-businesses in the emerging market Pakistan will be examined within the framework of a case study. Data collected by doing an online interview with an e-business entrreprenour which operates in the food and beverage industry. Results reveal practical clues regarding operations of e- business in an emerging market. Also the findings of the study will also benefit the understanding of the behavior of crowded and consumption-oriented emerging market consumers for all world businesses.

Anahtar Kelimeler

E-Business, Emerging Markets, Food and Beverages Industry, Consumer Behavior., E-Commerce

Kaynakça

• Ahmad Z. (1994). Environmental constraints in utilizing IT in Pakistan. Working Paper No. 94-06. Center for Management and Economic Research, LUMS, Lahore, URL: http://www.lums.edu.pk/cmer accessed on November 12, 2006, pp.1-38.
• Amit, R., & Zott, C. (2001). Value creation in e‐business. Strategic management journal, 22(6‐7), 493-520.
• Barhatov, V., Campa, A., & Pletnev, D. (2018). The impact of internet-technologies development on small business success in Russia. Procedia-Social and Behavioral Sciences, 238, 552-561.
• Borges, M., Hoppen, N., & Luce, F. B. (2009). Information technology impact on market orientation in e-business. Journal of business research, 62(9), 883-890.
• Brache, A., & Webb, J. (2000). E-Business: the eight deadly assumptions of e-business. Journal of Business Strategy, Vol. 21 No. 3, pp. 13-17.
• Cao, X., Chaudhry, S., & Da Xu, L. (2019). Electronic markets in emerging markets. 151-152.
• Cavusgil, S. T., Deligonul, S., Kardes, I., & Cavusgil, E. (2018). Middle-class consumers in emerging markets: Conceptualization, propositions, and implications for international marketers. Journal of International Marketing, 26(3), 94-108.
• Cavusgil, S. T., Ghauri, P. N., & , Liu, L. A. (2021). Doing business in emerging markets. 3rd Eds. Sage. London, UK.
• Chaffey, D. (2014). Digital Business and E-Commerce Management; Pearson Education Limited: London, UK.
• Cherif, E., Grant, D. (2014). Analysis of e-business models in real estate. Electronic Commerce Research. 14, 25–50. https://doi.org/10.1007/s10660-013-9126-z
• Duttagupta, R., & Pazarbasioglu, C. (2021). Miles to go. IMF, Finance & Development.
• Gregorio, D. D., Kassicieh, S. K., & Neto, R. D. G. (2005). Drivers of e-business activity in developed and emerging markets. IEEE Transactions on Engineering Management, 52(2), 155-166.
• Ejeh, P., & Omede, K. N. (2021). Level of Success of E-Business Applications by Small and Medium Scale Enterprises (SMEs) in Delta State, Nigeria. Sau Journal Of Management And Socıal Scıences, 5(1), 207-218.
• Fillis, I., & Wagner, B. (2005). E-business development: An exploratory investigation of the small firm. International small business journal, 23(6), 604-634.
• FTSE Russel, https://research.ftserussell.com/products/downloads/FTSE_Equity_Country_Classification_Paper.pdf, December, 2021.
• Grant, D., & Cherif, E. (2013). E-Business Analysis of Real Estate Companies. In Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management (pp. 2-245). ToKnowPress.
• Gregorio, D. D., Kassicieh, S. K., & Neto, R. D. G. (2005). Drivers of e-business activity in developed and emerging markets. IEEE Transactions on Engineering Management, 52(2), 155-166.
• Gupta, M. S., & Banerjee, S. (2019). A review paper on luxury apparel industry in india; present scenario its scope and challenges. EPRA International Journal of Research and Development, 4 (7), s. 63-68.
• Huff, S., Wade, M., Parent M., Schneberger S.C., & Newson P. (2000). Cases in Electronic Commerce. Irwin/McGraw-Hill, Columbus, OH.
• Hunt, B., & Barnes, S. (2001), E-Commerce and V-business, Butterworth-Heinemann, Oxford.
• Huo, D., Ouyang, R., Hung, K., & Sun, B. (2018). Effect of cross-border E-business policy on the export trade of an emerging market: a dynamic study of institutional support to cross-border e-business at Chinese pilot cities. Emerging Markets Finance and Trade, 54(14), 3153-3167.
• IMF. (2021). World Economic Outlook Update. https://www.imf.org/en/Publications/WEO/Issues/2021/07/27/world-economic-outlook-update-july-2021. December 2021.
• Kabrilyants, R., Obeidat, B., Alshurideh, M., & Masadeh, R. (2021). The role of organizational capabilities on e-business successful implementation. International Journal of Data and Network Science, 5(3), 417-432.
• Khan, I. U., Hameed, Z., & Khan, S. U. (2017). Understanding online banking adoption in a developing country: UTAUT2 with cultural moderators. Journal of Global Information Management (JGIM), 25(1), 43-65.
• Kundi, (2007). E-Business in Pakistan; Opportunities and Threats, The journal of internet banking and commerce, Volume 12.
• Kundi, G. M., & Shah, B. (1970). eBusiness in Pakistan: opportunities and threats. The Journal of Internet Banking and Commerce, 12(3), 1-23.
• Lin, J., Luo, Z., & Luo, X. (2020). Understanding the roles of institutional pressures and organizational innovativeness in contextualized transformation toward e-business: Evidence from agricultural firms. International Journal of Information Management, 51, 102025.
• McElheran, K. (2015). Do market leaders lead in business process innovation? The case (s) of e-business adoption. Management Science, 61(6), 1197-1216. MSCI. (2021). Emerging Markets. https://www.msci.com/our-solutions/index/emerging-markets., December, 2021.
• Oliveira, T. and Martins, M.F. (2010), "Understanding e‐business adoption across industries in European countries", Industrial Management & Data Systems, Vol. 110 No. 9, pp. 1337-1354. https://doi.org/10.1108/02635571011087428.
• Pakistan Bureau of Statistics. (2019). Ministry of Planning Development & Special Initiatives, Pakistan Statistical Yearbook 2019. Phan, D. D. (2003). E-business development for competitive advantages: a case study. Information & Management, 40(6), 581-590.
• Phan, Q. P. T., Ngo, V. M., & Phuoc, N. C. L. (2020). How social commerce characteristics influence consumers' online impulsive buying behavior in emerging markets. International Journal of E-Business Research (IJEBR), 16(3), 74-88.
• Raven, P. V., Huang, X., & Kim, B. B. (2007). E-Business in developing countries: A comparison of China and India. International Journal of E-Business Research (IJEBR), 3(1), 91-108.
• Shehata, G. M., & Montash, M. A. (2019). Driving the internet and e-business technologies to generate a competitive advantage in emerging markets: Evidence from Egypt. Information Technology & People, 389-423.
• Srinivasan, S. (2004), "Role of trust in e‐business success", Information Management & Computer Security, Vol. 12 No. 1, pp. 66-72. https://doi.org/10.1108/09685220410518838
• Syed, A. A., & Shaikh, F. M. (2012). Barriers in implementation of e-business technologies in small and medium enterprises (SMEs) in Pakistan. Romanian Statistical Review, 60(4), 65-72.
• The Economist. (2017). Defining emerging markets. https://www.economist.com/special-report/2017/10/05/defining-emerging-markets, December, 2021.
• Turban, E., Whiteside, J., King, D., & Outland, J. (2017). Introduction to Electronic Commerce and Social Commerce, Springer International Publishing (Springer Texts in Business and Economics): Berlin, Germany.
• UNCTAD. (2021). Evolution of the world's 25 top trading nations. https://unctad.org/topic/trade-analysis/chart-10-may-2021, December 2021.
• ur Rahman, S., Khan, M. A., & Iqbal, N. (2018). Motivations and barriers to purchasing online: understanding consumer responses. South Asian Journal of Business Studies.
• Wu, F., Mahajan, V., & Balasubramanian, S. (2003). An analysis of e-business adoption and its impact on business performance. Journal of the Academy of Marketing science, 31(4), 425-447.
• Wu, J. N., Zhong, W. J., & Mei, S. E. (2011). Application capability of e-business, e-business success, and organizational performance: Empirical evidence from China. Technological Forecasting and Social Change, 78(8), 1412-1425. Wynn, M., & Olayinka, O. (2021). E-Business Strategy in Developing Countries: A Framework and Checklist for the Small Business Sector. Sustainability, 13(13), 7356.
• Zengin, A.Y., & Yüksel, A. (2021). Yükselen Pazar Türkiye’de Proaktif Kişilik Özellikleri ile Girişimcilik Eğilimi Arasındaki İlişki: Sağlık Bilimleri Fakültesi Öğrencileri Üzerinde Bir Uygulama, Üçüncü Sektör Sosyal Ekonomi Dergisi, 56(1), 72-92.