Welcome to the InfoSci Platform
Reference Hub1
Challenges of Transforming a Traditional Brick-and-Mortar Store into a Bricks-and-Clicks Model: A Small Business Case Study

Challenges of Transforming a Traditional Brick-and-Mortar Store into a Bricks-and-Clicks Model: A Small Business Case Study

Irvine Clarke III, Theresa B. Flaherty
Copyright: © 2004 |Volume: 2 |Issue: 4 |Pages: 15
ISSN: 1539-2937|EISSN: 1539-2929|ISSN: 1539-2937|EISBN13: 9781615205356|EISSN: 1539-2929|DOI: 10.4018/jeco.2004100106
Cite Article Cite Article

MLA

Clarke III, Irvine, and Theresa B. Flaherty. "Challenges of Transforming a Traditional Brick-and-Mortar Store into a Bricks-and-Clicks Model: A Small Business Case Study." JECO vol.2, no.4 2004: pp.75-89. http://doi.org/10.4018/jeco.2004100106

APA

Clarke III, I. & Flaherty, T. B. (2004). Challenges of Transforming a Traditional Brick-and-Mortar Store into a Bricks-and-Clicks Model: A Small Business Case Study. Journal of Electronic Commerce in Organizations (JECO), 2(4), 75-89. http://doi.org/10.4018/jeco.2004100106

Chicago

Clarke III, Irvine, and Theresa B. Flaherty. "Challenges of Transforming a Traditional Brick-and-Mortar Store into a Bricks-and-Clicks Model: A Small Business Case Study," Journal of Electronic Commerce in Organizations (JECO) 2, no.4: 75-89. http://doi.org/10.4018/jeco.2004100106

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

This article addresses some of the unique challenges faced as small businesses try to establish a presence in the fiercely competitive online marketplace. Specifically, a small fragrance/aromatherapy boutique (named The Scent Network) is the organization examined. This brick-and-mortar retailer evolved into a bricks-and-clicks model while the business owner had little IT experience, a small budget, and little time to devote to the Web site. More failures were experienced than successes, resulting in numerous “lessons learned”. By sharing these experiences, it is hoped that small business owners find success as a “dot.com” and avoid becoming a “dot.gone”.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.