Opportunities and Challenges of Companies from the Romanian E-Commerce Market for Sustainable Competitiveness

Camelia-Daniela Hategan, Ruxandra-Ioana Pitorac, Vasile-Petru Hategan and Carmen Mihaela Imbrescu
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Camelia-Daniela Hategan: Department of Accounting and Audit, Faculty of Economics and Business Administration, West University of Timisoara, 300115 Timisoara, Romania
Ruxandra-Ioana Pitorac: Department of Economics and Economic Modeling, West University of Timisoara, 300115 Timisoara, Romania
Vasile-Petru Hategan: Institute of Media and Social-Humanitarian Sciences, South Ural State University, 454080 Chelyabinsk, Russia
Carmen Mihaela Imbrescu: Department of Accounting and Audit, Faculty of Economics and Business Administration, West University of Timisoara, 300115 Timisoara, Romania

Sustainability, 2021, vol. 13, issue 23, 1-15

Abstract: Consumer behavior differs from country to country, which may implicitly influence the financial performance of e-commerce companies. The paper’s objective is to study the characteristics of the companies from the Romanian e-commerce market for sustainable competitiveness. The empirical analysis was a quantitative and qualitative one. For the qualitative analysis of the studied sample, variables that represent the specific characteristics of companies were taken into account, the most relevant of which will be included as control variables in econometric models. Research results highlight that the recognized companies registered lower values of financial performance, they influence each other and for the company to improve the customer relationship, they have to invest in brand consolidation. The practical implications can be for managers to focus on companies’ branding, improving customer relations, disclosing more information about the company, the products they sell online, and sustainability actions to have sustainable competitiveness.

Keywords: e-commerce; market share; growth; financial performance; sustainable competitiveness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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