Cross-border b2c e-commerce strategies to Turkey: A Focus onItalian Smes in the fashion industry
Başlık çevirisi mevcut değil.
- Tez No: 707285
- Danışmanlar: PROF. RİCCARDO MANGİARACİNA, DR. MARİA GİUFFRİDA
- Tez Türü: Yüksek Lisans
- Konular: Endüstri Ürünleri Tasarımı, Uluslararası Ticaret, İşletme, Industrial Design, International Trade, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2017
- Dil: İngilizce
- Üniversite: Politecnico di Milano
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 100
Özet
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Özet (Çeviri)
The thesis aims to give Italian small-medium enterprises (SMEs) in fashion industry an insight on Turkish e-commerce and underline significant considerations and advices before building their strategy to enter Turkish market through cross-border business to customer (B2C) e-commerce. The thesis starts with an overview to Italian economy and its main activities with strengths and weaknesses in order to better understand the current state of the country, especially after the great recession in 2009. Subsequently, Turkish economy and the country's demographical characteristics are presented with the aim of illustrating the potential of the country. Secondly, in order to build well-fit strategy for Italian SMEs in fashion industry, Turkish e-commerce is investigated in parallel to its most significant pillars: online marketing, logistics, payment methods, and law and regulations in addition to its dynamics and evolution over last decade. The analysis is conducted based on the secondary sources, which are mainly comments and remarks of executives, indicators of press and associations, company strategies, state and universal agency statistics and international national surveys of reliable well-known sources that visualize the current state and the future of the country in e-commerce. Lastly, the country overview of Italy and the current state of Turkish e-commerce have brought the thesis into the conclusion. The conclusion has composed of strategic considerations based on the literature review, and investigation of e-commerce channels through secondary sources for new Italian SMEs to enter Turkish market through cross-border B2C e-commerce
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