The Examination of Private Shopping Clubs as a Virtual Retailer in the Frame of E- Commerce System. Case Analysis: Markafoni, Turkey

Abstract

Today rapidly evolving of Internet technologies enable the companies to carry their business activities to Internet. This situation provides firms to serve a wide range of customers and cost effectively. In the first part of this study, the definition of e-commerce, its pros and cons and classifications are examined briefly. Secondly, the concept of e-retailing and e-retailing business models are tried to be investigated in B2C business models. Afterwards private shopping clubs which are one of the famous virtual retailers are examined in the frame of e-retailing business models. Finally, Turkey's leading private shopping club, Markafoni and its business implications are included as a case study. An indepth interview is used as a qualitative research method with the Director of Brand Management of Markafoni