How to serve online consumers in rural markets: Evidence-based recommendations

Rui Sousa
Rui Sousa
Carolina Horta
Carolina Horta
Ricardo Ribeiro
Ricardo Ribeiro

Business Horizons, pp. 351-362, 2020.

Cited by: 0|Bibtex|Views1|DOI:https://doi.org/10.1016/j.bushor.2020.01.007
Other Links: academic.microsoft.com|www.sciencedirect.com

Abstract:

Online shopping is growing significantly among rural consumers interested in overcoming product assortment limitations in their local markets. Retailers are taking notice, and some are looking for first-mover-advantage opportunities in rural areas where they see greater potential for growth when compared to saturated urban markets. Howeve...More

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