E-Commerce Coordination Model
This article aims to make a double contribution to this subject. The first is the evolution of large-scale distribution players' practices and the reality of their commitment to the development of commerce on the Internet.
Essentially, e-commerce to individuals has become another form of the distribution process. Indeed, it has been a way of adjusting supply to demand, mediated by the Internet.
Therefore, if we want to understand the features of e-commerce for individuals, we have things to do. It is necessary to analyze what it requires to be implemented by the most powerful actors in trade, the actors of mass distribution.
- Should this be seen as a radically new way of regulating supply and demand?
- Should we define the application of a new economic rationality embedded in exchange practices embedded in specific social and material instruments?
- Or should we be content with pointing out the inevitable adjustments made within the framework of a new environment according to a dynamic environment?
- Should a large online distributor site be briefly considered another store, a very special store, or something other than a store?
The purpose of this study is to propose some answers. Essentially, our empirical approach must be able to contribute to the development of a model.
Initially, the socio-economic field was adopted, emphasizing the importance of considering how concrete markets are embedded in networks of actors and exchanges linking supply and demand.
We will work on the mediations involved in the articulation between supply and demand. Therefore, it proceeds from our observations and in the form of stylized facts.
We tried to recreate how in-store distribution and electronic distribution achieve market adjustments in practice.
In evolutions, choices, and observed twists, a distribution must suddenly appear on the Internet as well as large surface or postal applications.
The problem of being able to reconstruct, describe and classify dynamics and tensions is important.
Finally, once these apparent tensions have been identified, it raises the issue of coexistence between different modes.
We tried to bring them together to form a form of consistency for electronic distribution, which conflicted with previous market coordination.
Therefore, in the ups and downs of the development of electronic commerce in distribution, it characterizes mass distribution. We will try to show how a completely contradictory supply and demand adjustment pattern can be defined.
Second, it should have visible and relatively well-defined features in the store for a consumer whose preferences are in principle accessible to the consumer.
It was characterized by the presentation of a comprehensive, competitive and comparable product offering. Global behaviors and segmentation need to be statistically reconstructed.
The adjustment between the two was made within the framework of an intermittent, indirect, impersonal and statistical customer relationship based on the concept of the average consumer.
There are tensions between distributors that we can observe concretely in the context of the implementation of e-commerce. Some outweigh the procuring procedures and indicate that another repertoire is emerging.
Economies of diversity develop within the framework of competition, individual, personal and ongoing customer relationships, complementing economies of scale.
It will focus on people rather than goods in the context of personalized services, which are heavily equipped with communication tools and where prices are not affordable.
In this plastic model, which is based on capturing an economically and sociologically variable audience, market coordination changes in nature.
It repeats the consumer preferences and the attributes of the product in every transaction. Coordination is permanently threatened by this situation, which is included in the structure of both external and electronic adjustments.
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SUPERMARKET MODEL
The generic or stylized retail model is based on an adjustment between supply and demand based on industrial rationality and economies of scale.
The emergence of department stores at the end of the 19th century became part of the distribution process, the logic of volume and increasing flow rates to reduce costs and prices.
There have been innovations, from the emergence of large-scale supermarkets and hypermarkets in urban suburbs to hard-hitting discount stores. It will just maintain the same low-price logic and catch up with faster inventory turnover.
This logic of volume and flow connects the development of mass distribution and mass production. This double development was already fully supported by the development of new technologies from the end of the 19th century.
It should be noted that it happened in the context of the emergence of organizational forms such as centralized and bureaucratic multi-divisional companies.
Dr.Yaşam Ayavefe
