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Target market selection model for e-commerce start-up exemplified by NewCo
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Resumo(s)
For e-commerce startups (ECSs) international growth has never been more important than today. In order to venture abroad successfully, ECSs need a model which enables them to select the most attractive markets. The current status of theory and literature is rarely applicable to early stage ECSs. Therefore, this research paper provides a model for the systematic selection of new target markets. Based on existing literature as well as primary and secondary research, this thesis develops a generic target market selection model for ECSs. To verify this model, it is applied to a specific online market place called NewCo.
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Internationalization International market selection Target market selection model Market expansion E-commerce start-up