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A decacorn in on-demand delivery: the case of Getir from Turkey

In: Cases on Born Globals

Author

Listed:
  • Rifat Kamasak
  • Deniz Palalar Alkan
  • Berk Kucukaltan
  • Mustafa F. Özbilgin

Abstract

Social movements and technological innovations have transformed how we think, live and work. For instance, the Covid-19 pandemic has radically changed our purchasing behaviours and the preferred shopping mediums, sparking the exponential growth of online on-demand platforms. Under strict social and healthcare policy measures of the Covid-19 pandemic, technological innovation through e-commerce platforms became the main route through which public demand for goods and services has been met. The chapter is set in this context to examine on-demand platforms in the e-commerce field and explore the online grocery delivery system through an illustrative case study. Getir, an international e-commerce company headquartered in Turkey, provides an illustrative case for Born Globals. The chapter explores digitalisation and its impact on business and the unprecedented growth of the platform economy through a case study from a developing country.

Suggested Citation

  • Rifat Kamasak & Deniz Palalar Alkan & Berk Kucukaltan & Mustafa F. Özbilgin, 2024. "A decacorn in on-demand delivery: the case of Getir from Turkey," Chapters, in: Erik S. Rasmussen (ed.), Cases on Born Globals, chapter 5, pages 56-73, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21625_5
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    File URL: https://www.elgaronline.com/doi/10.4337/9781803924410.00013
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