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The evolution of e-tailing

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The evolutionary perspective is applied to e-tailing in an attempt to capture and assess its past and projected future evolution. In the dynamics of e-tailing's evolutionary change, a four-phase pattern of process is uncovered. It shows the e-tailing 'revolution' was part of a longer evolutionary process. The findings and implications are integrated and applied with the evolutionary literature to offer insights into e-tailing's future development, practical implications for each phase, its effect on the wider distribution channels and future research possibilities.

Keywords: electronic retailing; evolution; retail

Document Type: Research Article


Affiliations: Edwards School of Business, University of Saskatchewan, Saskatchewan, Canada

Publication date: 2009-07-01

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