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

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

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