Implementing ‘e-Value’ Strategies in UK Retailing

Nicholls, Alex and Watson, Anna (2005) Implementing ‘e-Value’ Strategies in UK Retailing. International Journal of Retail & Distribution Management, 33 (6). pp. 426-443.


Purpose – This paper aims to examine the current strategic landscape of UK “bricks and clicks” retailers. The main focus of this work is to consider how e-commerce may provide competitive advantage via an insight into the current strategies employed by UK retailers.

Design/methodology/approach – The paper uses both secondary and primary data analysis to explore its research questions. The paper begins with an overview of the e-strategy literature and then goes on to examine the key areas of e-value creation for bricks and clicks companies. Next an analysis of the results of a survey of the UK's top 500 retailers tests the existing literature and provides new evidence of emerging e-strategies.

Findings – The data analysis in this research reveals significant gaps between theory and practice and leads to the development of a new model of business “e-value-added”.

Research limitations/implications – It is difficult to generalise the findings from this survey, given the small number of respondents. Further in-depth qualitative research is needed to enable us to understand better the organisational issues around e-commerce development and implementation.

Practical implications – It is suggested that, in order to exploit the internet to its full potential, legacy retailers need to analyse a variety of situational antecedents in order to identify e-value creation opportunities. In addition, they must consider whether integration or separation with bricks and clicks operations will deliver the best solution in each value-adding interface.

Originality/value – This research offers a new insight into current e-tail strategies for bricks and clicks businesses, and as such is likely to be of interest to academics and practitioners alike.

Item Type: Article
Keywords: Electronic commerce, Management strategy, United Kingdom, Value chain
Subject(s): Social entrepreneurship
Centre: Skoll Centre for Social Entrepreneurship
Date Deposited: 04 Nov 2011 15:36
Last Modified: 23 Oct 2015 14:06

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