Gaining Competitive Advantage In Retail Firms With The Help Of Digital Platform For Segmentation Process – A Case Study On European Retail Firms

Barua, Bhaswati (2018) Gaining Competitive Advantage In Retail Firms With The Help Of Digital Platform For Segmentation Process – A Case Study On European Retail Firms. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study aims to understand whether the European retail firms can gain competitive advantage using digital platform for the segmentation process. It will explore different competitive factors in European retail industry and will check if the use of digital platform for segmentation can help to achieve those competitive factors. This study will emphasize on the importance of segmentation in European retailing and the use of digital platform for segmentation. Eventually the strategies of competitive advantage will be discussed to relate it with the use of digital platform for segmentation. This research will accomplish its objective using qualitative research method in inductive approach in the form of Case study.

Literature review will discuss the previous literatures on the segmentation process in retail industry in Europe and the effect of digitization to understand the objective of this research. The qualitative method of research will use interviews and official documents to collect data for further analysis. A proper interview will be structured so that it can be related with the research objective of this study. The main finding of this study was that the European retail firms can gain competitive advantage with the help of using digital platform for segmentation. But, to sustain this competitive advantage over a time the firm should execute other business processes effectively. Otherwise, the gained competitive advantage using the digital platform for segmentation process will be neutralized by other inefficient processes.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Competition > Competitive Advantage H Social Sciences > HF Commerce > Electronic Commerce H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Business > Master of Science in Management
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	31 Oct 2018 16:52
Last Modified:	31 Oct 2018 16:52
URI:	https://norma.ncirl.ie/id/eprint/3388

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