SMEs’ online channel expansion: value creating activities

Abstract

SMEs are faced with new business opportunities through online channels, i.e., electronic commerce and mobile commerce. The model by which they create and capture value is challenged, making the adoption of a business model that fits the organisation a crucial strategic decision. The purpose of this paper is to study value creating activities taken by SMEs when making a transition to an online multichannel context. Sixteen SMEs in Sweden are studied using a qualitative research approach and through the lens of an e-transit business model configuration.The results show that SMEs are required to take various value creating activities denoted as primary and secondary transition activities and that there is a discrepancy between actions taken and their perceived degree of importance.One main conclusion is that the combination of value creating activities an SME should focus on during different stages of an online channel expansion differ depending on the type of transition (e.g., from physical store to electronic commerce or from electronic commerce to mobile commerce) and will change over time.

Design principles for digital value co-creation networks: a service-dominant logic perspective

“…We find a growing number of smart devices, which are digitally connected to other artifacts and realize sophisticated business scenarios in manufacturing, mobility, or healthcare (Beverungen et al, 2017). Technology also yields positive effects in offering a variety of online channels for mobile or electronic commerce (Chen et al, 2014;Jeansson et al, 2017). To exemplify further, electronic marketplaces rely on the efficacy of search and navigation services that support customers in finding the right product among the multitude of offerings.…”

Elektroniska marknadsplatser : IT-stöd för små och medelstora leverantörer

“…Detta med det bakomliggande skälet att SME-företagen har en stor betydelse för den totala ekonomin (Standing et al, 2004). Utgångspunkten för forskningen har ofta varit att elektroniska affärer är en potentiell möjliggörare för mindre företag att ta sig in på nya marknader och kunna konkurrera med större aktörer (Abebe, 2014, Jeansson et al, 2017, Sila & Dobni, 2012.…”

“…Flera studier har också identifierat problem och barriärer som innebär att de mindre aktörerna alltjämt ofta har svårt att ställa om till elektronisk affärsgörande (Boeck et al, 2009, Holland & Gutiérrez-Leefmans, 2018, Jeansson et al, 2017, Quaddus & Hofmeyer, 2007, Upadhyaya et al, 2017. En vanligt förekommande riktning på forskningen har därmed varit att hitta sätt att överbrygga dessa barriärer och i dessa sammanhang diskuteras ofta elektroniska marknadsplatser (Wang & Cavusoglu, 2015).…”

Electronic Markets on the media industry

“…First, the paper titled "SMEs' online channel expansion: value creating activities^by John Jeansson, Shahrokh Nikou, Siw Lundqvist, Leif Marcusson, Anna Sell and Pirkko Walden (Jeansson et al 2017) discusses the need for small and medium-sized enterprises to adopt their business models. The authors conclude that the combination of value creating activities offered via an online channel is pathdependent and changes over time.…”