The return of online grocery shopping: a comparative analysis of Webvan and Tesco's operational methods

摘要

This paper provides an examination of the Internet grocery industry by providing a comparison of two business models, that of the now-defunct Webvan and that of Tesco, the UK's leading grocer and the world's leading online grocer. The two businesses are first compared according to the level of strategic alignment between marketing and operations strategies displayed. Demonstrates how creating a match between a firm's operations and marketing strategies is critical for success. In addition, an e-operations profiling method is used to compare the operating characteristics of the two e-commerce ventures to traditional business operations. The result is further evidence as to why Tesco and other bricks-and-mortar grocers are achieving greater success selling groceries online than did Webvan. Finally, predictions are offered as to the future of electronic commerce in the grocery industry.