Publicação
The development of a direct-to-consumer cross-border e-commerce strategy: the case of a bicycle manufacturer
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Cardoso, Elizabete | |
| dc.contributor.author | Sachtleben, Nicole | |
| dc.date.accessioned | 2022-05-31T13:44:44Z | |
| dc.date.available | 2025-01-31T01:31:41Z | |
| dc.date.issued | 2022-01-28 | |
| dc.date.submitted | 2022-01-31 | |
| dc.description.abstract | The aim of this thesis is to determine the most attractive country and to recommend a market entry strategy along the 4Ps of the marketing mix for a bicycle manufacturer that wants to expand its direct-to-consumer e-commerce business to other countries in the European Union. Finally, the French market was identified for the expansion of the company through an elimination process of potential countries using the STP model. In this process, not only secondary data was used, but also primary data obtained through a brand awareness survey. The survey served tome a sure brand awareness and to identify the competitive environment. | pt_PT |
| dc.identifier.tid | 202973832 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/139061 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | E-commerce | pt_PT |
| dc.subject | Internationalization strategy | pt_PT |
| dc.subject | Europe | pt_PT |
| dc.subject | Direct-to-consumer | pt_PT |
| dc.subject | Online consumer behaviour | pt_PT |
| dc.subject | Bicycle manufacturer | pt_PT |
| dc.title | The development of a direct-to-consumer cross-border e-commerce strategy: the case of a bicycle manufacturer | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |
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