A study on the impact of e-tailing business model as distribution channel in retail fashion industry with case study in nanonine
This thesis studies the opportunities of e-tailing which possibly create an impact to the success of fashion retail business in Indonesia by analyzing the barrier and the solution. The theory adopted in this thesis is from Electronic Commerce, A Managerial Perspective by Efraim Turban, Introduction to e-commerce by Jeffrey T. Rayport, and Internet Marketing, Integrating online and offline strategies by Mary Lou Roberts. This method adopted is a comprehensive analysis on survey and data collection. For further analysis, two major fashion retail companies will be used to have more understanding on the current fashion retail business. The companies are PT. Matahari Putra Prima and PT. Mitra Adiperkasa. A case study will also be used to support this thesis. The case study is one of the successful distros in Jakarta, Nanonine shop, which using e-tailing to support their business. The expectation of this thesis is to find what kind of opportunities and barriers from e-tailing and to analyze the solutions with the expectation on creating an impact to the success of fashion business in Indonesia.
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