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Resource Potentials For An Innovative Sme - Conception And Implementation Strategies

Author

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  • Helmut Wittenzellner
  • Marc Jakisch

Abstract

For the last decade, it has been noticed that non-chain retailers are steadily diminishing and being squeezed out by other forms of retailing. Particularly noteworthy is the structural change from stationary retail to online retail. Presumably, this structural change has been intensified in recent years by the measures implemented to combat the Covid pandemic. It can be assumed that one solution to combat the decline is to increase sales. Consequently, there is a high interest in providing retailers with an omni-channel distribution solution, to ensure that the stationary retail sector will remain in the future. This paper examines the impact of live-commerce on the retail industry. Project management tools are used to evaluate the market potential of a live-commerce start-up. For this purpose, different revenue models are developed, and a forecast of the future economic potential is made. The analysis and evaluations are based on the German market. This can be seen as representative of all western markets.

Suggested Citation

  • Helmut Wittenzellner & Marc Jakisch, 2022. "Resource Potentials For An Innovative Sme - Conception And Implementation Strategies," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 16(1), pages 1-7.
    • Handle: RePEc:isp:journl:v:16:y:2022:i:1:p:1-7
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    More about this item

    Keywords

    e-commerce; economic sustainability; live-commerce; omni-channel strategy;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

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