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Strategy of Trade Organizations

In: Customer Behaviour in eCommerce

Author

Listed:
  • Šárka Zapletalová

    (School of Business Administration in Karviná, Silesian University in Opava)

  • Lucie Vavrušková

    (School of Business Administration in Karviná, Silesian University in Opava)

Abstract

A strategy can be understood as a path that leads to a given enterprise achieving a set goal using specific resources and operating in a specific business environment. A strategy presents the steps that lead to achieving a strategic objective. The strategy that determines the behaviour of a business enterprise, that is, the behaviour of the business enterprise towards market actors, is called the business strategy. The objective of this chapter is to specify the strategic framework of business enterprises, which is related to customer buying behaviour and consequently to customer loyalty. To fulfil the objective of the chapter, a quantitative research was conducted to find the business strategy applied by business enterprises operating in the Czech Republic. To obtain the necessary data,a survey was conducted research among Czech businesses between November 2019 and February 2021. The research was a sample survey, which included 412 commercial enterprises operating in the Czech Republic. The research among business enterprises operating in the Czech Republic revealed that the most frequently applied business strategy is the strategy of differentiation, in particular focused differentiation. Less than 20% of respondents implement a cost leadership strategy. The research also showed that the vast majority of respondents have a strategic planning system in place, that is, they have a clearly defined strategy, mission, vision and strategic goal.

Suggested Citation

  • Šárka Zapletalová & Lucie Vavrušková, 2023. "Strategy of Trade Organizations," SpringerBriefs in Business, in: Šárka Zapletalová & Halina Starzyczná (ed.), Customer Behaviour in eCommerce, chapter 0, pages 1-18, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-031-23574-0_1
    DOI: 10.1007/978-3-031-23574-0_1
    as

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