Ashworth, Catherine J.; Schmidt, Ruth Ä.; Pioch, Elke A.; … - In: International Journal of Retail & Distribution Management 34 (2006) 6, pp. 497-511
Purpose – This paper seeks to explore antecedents for online success and conceptualizes the stages by which a small‐sized “pure‐player” has achieved profitable and sustainable e‐retail in the fashion sector by utilizing a multi‐niche strategy involving an e‐portfolio of five...