Understanding online channel expansion in an SME context: A business model perspective

John Jeansson, Shahrokh Nikou, Rune Gustavsson, Siw Lundqvist, Leif Marcusson, Anna Sell, Pirkko Walden

Research output: Contribution to conferencePaperpeer-review

1 Citation (Scopus)


The purpose of the paper is to study, from a business model perspective, value creating activities taken by SMEs when making a transition to an online multichannel context by adopting and adding e-commerce and/or m-commerce. 16 SMEs in Sweden are studied using a basic qualitative research approach and an e-transit business model configuration. Main results of the study are the existence of primary and secondary transition activities and the existence of a discrepancy between actions taken and their perceived degree of importance. One main conclusion is that the combination of value creating activities an SME should focus on during different stages of an online channel expansion differ depending on transition category and will change over time.

Original languageEnglish
Number of pages16
Publication statusPublished - 2015
Externally publishedYes
Event28th Bled eConference: #eWellbeing - Bled, Slovenia
Duration: 7 Jun 201510 Jun 2015


Conference28th Bled eConference: #eWellbeing


  • Business models
  • E-commerce
  • M-commerce
  • Retail
  • Small and medium sized enterprise


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