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

Emerging Themes in Marketing - Essay ExampleIndependent research has been carried out on topics such as online wanderping, its evolution and current scenario, a brief highlight on the online retail persistence 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 diverse emerging issues in the field of online retailing and recommends strategies to improve the technological and overall innovations in online shopping, creating a give out 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 Consume r Buying behavior and Drivers of Online Shopping 7 Online Shopping In UK- Emerging Issues 9 Figure 2- Online retail As share Of UK Shopping. 10 Conclusion and Future Recommendations 11 Reference List 13 Introduction Innovation gutter be described as establishing ideas in order to create new solutions to meet the requirement of the blood or organisation. There is a widespread belief that innovations leads to exploitation of ideas which in turn are trusty for a sustainable and profitable economic growth. However, the exact practices, measurements and course of directions for the innovative activities of an organisation depend mostly on their situation. Innovation varies widely in services sector, compared to any other physical or open 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 employm ent opportunities within UK. Retailing can be considered as a cross-functional economic activity acting as a tie 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 energize 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. in a flash these organisations are stepping into emerging markets to increase their market share. Most of the big retailers have earned a dirt 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 idealistic opportunities which have helped in the overall growth of the market share, profits and overall revenue generation for these online retailers. The bequest article will find useful insights on the present online retail industry its nature and sphere 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