Establishment of Online Shops by SME Retailers and Wholesalers – A Rational Decision or Institutional Pressure? (Essay 1)

  • Matthias Schu
Part of the Handel und Internationales Marketing Retailing and International Marketing book series (HIM)


In many different sectors of trade, online selling has steadily gained in importance over recent years, and it is predicted to continue on this growth path (Gartner Industry Research 2012). A growing number of retail and wholesale companies have started to sell goods through online channels (Rask and Kragh 2004; Yang et al. 2007; Zentes and Rittinger 2009; Rittinger and Zentes 2012). For many companies, establishing an online channel poses a major challenge (Schoenbachler and Gordon 2002), especially for SMEs, due to the scarcity of available resources (Rawwas and Iyer 2013; Vaaland and Heide 2007).


Partial Little Square Technology Acceptance Model External Support Online Shop Technological Resource 
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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  1. 1.International ManagementUniversity of FribourgFribourgSwitzerland

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