Emerging Themes in Marketing Essay Example | Topics and Well Written Essays - 2500 words

Emerging Themes in Marketing - Essay Example Independent research has been carried out on topics such as online shopping, its evolution and current scenario, a brief highlight on the online retail industry of UK and the current issues this industry is facing. The literature review also highlights the consumer behaviour and patterns during online shopping. Findings – Apart from an analysis of the benefits of innovation in online shopping, the paper also highlights the benefits and rising issues of online shopping sites. Originality/value –This paper also expands the literature on the various emerging issues in the field of online retailing and recommends strategies to improve the technological and overall innovations in online shopping, creating a better customer experience. Keywords - Online shopping, innovation, retail, sustainable growth, sales. Contents Contents 3 Introduction 4 Literature Review 5 Critical review 5 Online Shopping and Changing Retail Environment 6 Consumer Buying Behaviour and Drivers of Onlin e Shopping 7 Online Shopping In UK- Emerging Issues 9 Figure 2- Online Retailing As Percent Of UK Shopping. 10 Conclusion and Future Recommendations 11 Reference List 13 Introduction Innovation can be described as establishing ideas in order to create new solutions to meet the requirement of the business or organisation. There is a widespread belief that innovations leads to exploitation of ideas which in turn are responsible for a sustainable and profitable economic growth. However, the exact practices, measurements and course of directions for the innovative activities of an organisation depend largely on their situation. Innovation varies widely in services sector, compared to any other physical or tangible sector. Innovation in retail also requires more support from the government, compared to other sectors (Brown, 1990). But it should also be noted that innovation retailing sector has provided with largest number of value added services and employment opportunities within UK. R etailing can be considered as a cross-functional economic activity acting as a bridge between consumption and production. Online retailing is a sector where organisations bring together products and services relevant to the requirements of the customers (Doherty and Ellis-Chadwick, 2010). Retailers from UK have become more active in terms of supply chain and innovation. Most of the big organisations in retail industry are managed by professionals and have widespread reach in the developed markets. Now these organisations are stepping into emerging markets to increase their market share. Most of the big retailers have earned a brand name for themselves with some of them having in-house brands which are levelled with branded manufacturers. While it is not possible for these brands to establish brick and mortar shop in every corner of the city or country of target, online retail shopping has given them eminent opportunities which have helped in the overall growth of the market share, p rofits and overall revenue generation for these online retailers. The present article will find useful insights on the present online retail industry; its nature and scope and forces which drive innovation in the online retail industry. Literature is gathered to find out the typology and behaviour of the online shoppers and the