A decacorn in on-demand delivery: the case of Getir from Turkey

Rifat Kamasak, Deniz Palalar Alkan, Berk Kucukaltan and Mustafa F. Özbilgin

Chapter 5 in Cases on Born Globals, 2024, pp 56-73 from Edward Elgar Publishing

Abstract: Social movements and technological innovations have transformed how we think, live and work. For instance, the Covid-19 pandemic has radically changed our purchasing behaviours and the preferred shopping mediums, sparking the exponential growth of online on-demand platforms. Under strict social and healthcare policy measures of the Covid-19 pandemic, technological innovation through e-commerce platforms became the main route through which public demand for goods and services has been met. The chapter is set in this context to examine on-demand platforms in the e-commerce field and explore the online grocery delivery system through an illustrative case study. Getir, an international e-commerce company headquartered in Turkey, provides an illustrative case for Born Globals. The chapter explores digitalisation and its impact on business and the unprecedented growth of the platform economy through a case study from a developing country.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2024
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