Abstract
With a network of stores, its own brand of electronic goods, and a fledgling e-commerce business, Alkosto has had an impressive rate of growth since its founding in 1987 and is now the 16th-largest retailer in Colombia. With the imminent arrival of the e-commerce giant Amazon to its homeland, however, it faces a new and formidable challenge: Upgrading its marketing, strategy, and operations to ensure that it remains competitive in the digital arena. To prepare for this task, Alkosto's leaders examined the e-commerce techniques and strategies used by their competitors in Latin America. Ultimately, they adopted a plan that focused on the creation of a new digital platform and enhanced the skills of the firm's human resources.
Original language | English |
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Pages (from-to) | 31-41 |
Number of pages | 11 |
Journal | Global Business and Organizational Excellence |
Volume | 38 |
Issue number | 6 |
DOIs | |
State | Published - Sep 2019 |
Externally published | Yes |
All Science Journal Classification (ASJC) codes
- Business and International Management
- Organizational Behavior and Human Resource Management