Electronic Retailing of Prepared Food in Australia

Electronic Retailing of Prepared Food in Australia

Sujana Adapa (University of New England, Australia)
DOI: 10.4018/978-1-4666-4181-5.ch014


The advent and evolution of the Internet has dramatically transformed the way businesses used to operate. Modern businesses perform many transactions in an electronic environment and offer many advantages for both retailers and consumers alike. Electronic retailing has gained consumer acceptance as consumers are becoming increasingly confident in the application of their electronic processing skills. Many electronic retailers complement both off line and online practices to cater to the needs of their customers through effective logistics and supply chain management. This chapter provides information about the application of electronic retailing by Mitchell’s Quality Foods (MQF), into Lite n’ Easy (LnE) operating in Australia as a case study format. Critical drivers and barriers to electronic retailing particularly in the prepared food sector are discussed in detail. Furthermore, implications for practitioners are pinned down from the electronic business perspective with service-oriented solutions.
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Businesses have formulated many strategies to successfully engage in an electronic environment in order to capture the customer market and increase the market share (La & Kandampully, 2002). However, certain companies only captured the electronic market through value added offerings and service efficiency and have set standards. The strategies followed by these successful companies are often used as benchmarks by the followers. Yet, other set of companies became very popular due their failure to devise a successful electronic business related strategies (Zott et al., 2000). Electronic business models developed so far focused on the degree of innovation as well as on highlighting the functional integrity. These earlier approaches of electronic business models exhibited contextual similarity to both business to business and business to consumer contexts. Later researchers identified the need to separate the aforesaid contexts due to the complexity associated in each of these processes.

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