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Digital Transformation for DIY Business Sustainability and Growth in Emerging Markets

Monica C. Scarano (Université Catholique de Lille, France) and Sonal Jain (Northumbria University, UK)

EISBN13: 9798337329369|DOI: 10.4018/979-8-3693-5395-0.ch005

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Abstract

In this chapter we present some successful cases about DIY practices and companies in emerging markets that have can increased their business and impact on the local market sustainability using technology. We will present some emerging local cases (e.g. TakaTak, Asian Paints) as well as non-local companies (e.g. Etsy, IKEA). We will show that the digitalization is a new insight for the DIY market that can extend the landscape of opportunities in emerging countries but also create challenges. We will discuss all these aspects to offer some recommendations to improve DIY business using technology.

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Digital Transformation for DIY Business Sustainability and Growth in Emerging Markets

Abstract