Original scientific paper

Top European Retailers and Customer-Centred Web Structuring

Blaženka Knežević orcid.org/0000-0003-1509-3126 ; Faculty of Economics and Business, University of Zagreb, Croatia.
Mirjana Pejić Bach orcid.org/0000-0003-3899-6707 ; Faculty of Economics and Business, University of Zagreb, Croatia.
Ivan Strugar ; Faculty of Economics and Business, University of Zagreb, Croatia.

Abstract

The past decade was the decade of ‘e-everything’ and many authors praised the efficiency of web usage for different business purposes. But practice showed that the web as a communication and distribution channel is not as powerful as it was claimed to be. After the dotcom explosion, the process of sobering-up followed and a large number of pure e-companies were shut-down. On the other hand, in the same period traditional companies discovered that the web can be used as an additional communication and distribution channel. This paper explains how the largest brick-and-mortar European retail companies structure their web sites making them useful for their customers.

Keywords

retailing; e-tailing; brick-and-click; top global retailers; the web

Hrčak ID:

33426

URI

https://hrcak.srce.hr/33426

Publication date:

1.5.2007.

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