Causality of Factors Reducing Competitiveness of e-Commerce Firms

Hristoski, Ilija and Kostoska, Olivera and Kotevski, Zoran and Dimovski, Tome (2017) Causality of Factors Reducing Competitiveness of e-Commerce Firms. In: Proc. of the International Balkan and Near Eastern Social Sciences Congress Series (IBANESS). Namık Kemal University/Turkey, University of Agribusiness and Rural Development/Bulgaria, University "St. Kliment Ohridski" Faculty of Economics/Macedonia, Ruse, Bulgaria, pp. 813-832. ISBN 978-619-203-177-0

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E-Commerce is widely recognized as a phenomenon that has exhibited unparalleled potentials to radically
transform both local and global marketplaces. Searching for new opportunities, longing for flexibility to successfully
address quickly emerging challenges, and gaining significant cost savings are among top incentives for companies to
go online. As more and more companies adopt e-Commerce at a staggering rate, nearly two decades after the
explosion of the e-Commerce ‘Universe’ in a rather ‘Big Bang’ manner, it becomes pretty obvious that achieving
sustainable competitive advantages by avoiding the myriad of pitfalls intrinsic to the new paradigm, becomes an
imperative, a ‘holy grail’ for online companies. How to become much popular than other e-Commerce firms? How
to attract more potential e-Customers and retain the existing ones? The common thread underpinning the answer
to all such questions is the complex and multidimensional construct of competitiveness, a synonymous to a firm’s
sustainable performance that can be achieved by meeting e-Customers’ needs more efficiently and more effectively
than other firms. However, contrary to the increasing volume of research made on this topic that takes into account
competitiveness factors affecting e-Commerce firms in a somewhat ‘positive’ way, this paper aims to provide an
insight into the factors that contribute to decreasing e-Commerce firms’ competitiveness. Moreover, the paper
introduces the concept of causality and tries to apply it vis-à-vis competitiveness factors using the technique of
brainstorming and cause-and-effect diagrams. Visualization significantly improves the quality of the analysis and
provides a suitable tool for communicating all of the possible causes that contribute to a complex problem, in this
case, the reduced firm-level competitiveness. The proposed diagram-based approach provides a solid base of
evidence that might support academics conducting case studies, comparative overviews and further research on
this and similar topics.

Item Type: Book Section
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Economics
Depositing User: Mr Dimitar Risteski
Date Deposited: 24 Sep 2019 09:35
Last Modified: 24 Sep 2019 09:35

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