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Theoretical Review of Growth of E-Commerce in India and its Relevance in Future Business Sustainability


Affiliations
1 Department of Management and Business Administration, Aliah University, Kolkata, India
     

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Globalization and the resultant changes in technology and business environment have also caused a paradigm shift in tastes and preferences of the Indian consumers. Such situation it has made it necessity for marketers to understand how customers react to these changes. Interestingly, it has been observed that E-commerce provides a sustainable business future for companies over the conventional business practices. Online business helps companies to enhance awareness of their offerings by reaching various group of consumer. With its low costs, maintenance, and high potentiality of increases consumer awareness, e-commerce is an inherent component of both the present and future for business operations in India. The question, however, is how to integrate e-commerce strategies and sustainable development principles for the success of company. This paper also aims to discover factors which influence consumers in their buying decision by the companies' preoccupations for sustainable development.


Keywords

E-Commerce, Online Retailing, Internet, Sustainable Marketing, Technology Acceptance.
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  • Theoretical Review of Growth of E-Commerce in India and its Relevance in Future Business Sustainability

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Authors

Samiran Sur
Department of Management and Business Administration, Aliah University, Kolkata, India

Abstract


Globalization and the resultant changes in technology and business environment have also caused a paradigm shift in tastes and preferences of the Indian consumers. Such situation it has made it necessity for marketers to understand how customers react to these changes. Interestingly, it has been observed that E-commerce provides a sustainable business future for companies over the conventional business practices. Online business helps companies to enhance awareness of their offerings by reaching various group of consumer. With its low costs, maintenance, and high potentiality of increases consumer awareness, e-commerce is an inherent component of both the present and future for business operations in India. The question, however, is how to integrate e-commerce strategies and sustainable development principles for the success of company. This paper also aims to discover factors which influence consumers in their buying decision by the companies' preoccupations for sustainable development.


Keywords


E-Commerce, Online Retailing, Internet, Sustainable Marketing, Technology Acceptance.

References