Compared to their larger counterparts, small retailing businesses face different barriers and constraints whenrndealing with e-commerce issues. The objective of this case is to analyze these constraints as these businessesrnadapt their brick-and-mortar operations to embrace web technologies. Interviews were conducted with smallrnbusinesses within the Gifts & Collectibles industry that have expanded their operations to encompass salesrnoriginating from a web presence. Findings suggest that the development of a transactional website is not thernprimary strategy that these businesses have devised to generate online sales. A comparison of these alternativernstrategies is presented and an analysis is provided to answer the question "why are these alternativernapproaches being adopted by small businesses?"
展开▼
