Combined Benefits of Traditional Commerce and E-Commerce with M-Commerce

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BACHELOR’S THESIS
Mälardalen University, Västerås School of Sustainable Development of Society and Technology Bachelor Thesis in Business Studies Group 2708 Final Seminar: May, 27 - 2011 Examiner: Ole Liljefors Supervisor: Jean-Charles Languilaire May, 31 - 2011

Combining the Benefits of Traditional Commerce and E-Commerce with MCommerce benefits in the Retail Industry

Thomas Ash (870320-2054) Kenneth Corbitsø (870929-4295) Neil Pisone (860111-3056)

Mälardalen University, Västerås B.Sc. program in Business Administration 180 ECTS. International Business Management School of Sustainable Development of Society and Technology

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Abstract
The convergence of traditional and electronic commerce practices is being driven by the need for businesses to keep up with the ever increasing competition of online retailing. This thesis aims to examine and analyze the possible benefits that may arise via the use and development of rapidly evolving mobile technology, through analyzing the benefits of each of the forms of commerce during outlined stages of retail process, in order to evaluate to what extend the benefits can be combined. The benefits of each form of commerce were studied by observing existing theories and validated as perceived benefits through consumer surveys and management interviews. The theoretical part of this thesis is based on academic literature in the subject of Traditional commerce, Electronic commerce and Mobile commerce. The empirical studies were conducted as both qualitative and quantitative research, with a consumer survey conducted with 350 students, as well as two interviews with managers of retail stores in Västerås, Sweden. Results of the analysis shows that Mobile commerce has a role to play in better combining the benefits of traditional and electronic commerce and results in a combined figure implementing the findings into a working model, which we have dubbed ‘the four I’s of commerce’. The results are aimed at aiding retail managers in determining whether or not to implement a revised business model including the aspect of mobile commerce. Keywords: M-commerce, Clicks-and-Mortar, Interactive Marketing.

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Acknowledgements
With this thesis we complete our studies as B.Sc. in Business Administration at the School of Sustainable Development of Society and Technology at Mälardalen University, Sweden. We would like to thank a number of people who have helped us out in different ways and contributed to this thesis. First we would like to thank our supervisor Jean-Charles Languilaire for his invaluable help and advice during the development of the thesis, which have helped us lay a solid foundation, bring ideas into words, and guide us throughout the process. Secondly we would like to thank Marianne Ohlson of Gina Tricot, Västerås, and Emil Larsson of Harry’s Bar and Restaurant, Västerås for participating in our interviews and providing us with helpful information. Finally, a special thanks to our families and friends for the support they have provided during this process.

Västerås, 2011

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Table of Contents
1 1.1 1.2 1.3 1.4 1.5 1.6 2 2.1 Introduction .......................................................................................................... 1 Background ...................................................................................................... 1 Problem Formulation ........................................................................................ 2 Purpose............................................................................................................ 2 Audience .......................................................................................................... 3 Disposition ....................................................................................................... 3 Limitations ..................................................................................................... 3 Traditional Commerce,...
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