The emergence of business-to-consumer e-commerce: New niche formation, creative destruction, and contingency perspectives

• Main Authors: Chanchai Tangpong, Muhammad Islam, Nongkran Lertpittayapoom
• Other Authors: North Dakota State University
• Format: Article
• Published: 2018
• Subjects: Business, Management and Accounting; Decision Sciences; Social Sciences
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/27363
• Institution: Mahidol University

This study examines the emergence of business-to-consumer (B2C) e-commerce from new niche formation, creative destruction, and contingency perspectives. Based on multiretail-sector data, this study supports the contingency perspective. The findings suggest that in digitally related sectors, B2C e-commerce has emerged through a creative destruction process whereby B2C e-commerce expands at the expense of traditional retailing; thus, addressing the e-commerce trend becomes traditional firms' strategic imperative. Conversely, in digitally unrelated sectors, B2C e-commerce has emerged through a new niche formation process whereby B2C e-commerce coexists with traditional retailing; thus, embracing the e-commerce trend becomes the traditional firms' strategic choice. © 2009 Baker College.