A Business Model to Operate an Online Business Successfully: A Study of one Taiwan Bake Shop

Pei-Ning Huang, Tzong-Ru (Jiun-Shen) Lee and Pekka Kess
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Pei-Ning Huang: National Chung Hsing University, Taiwan
Tzong-Ru (Jiun-Shen) Lee: National Chung Hsing University, Taiwan
Pekka Kess: University of Oulu, Finland

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Abstract: In the competitive electronic (e)-commerce market, most enterprising business models either change their channel type from the traditional channel to an online channel or use both types. However, this study introduces the rare case of how one entrepreneur successfully moved a physical store to a competitive Internet shop. We take Taiwan Comte Creativity Bake Shop’s entrepreneurship as an example to explore its path to success in the management of its business in the e-commerce market. The research outcome is a business model to successfully operate an online business through the following steps: (1) market segmentation: separate the market for souvenirs depending on the giftgiving time of a festival; (2) setting up on the Internet: use characteristics of e-commerce to increase consumer cluster; (3) innovate product: innovate the model and taste of moon cakes to attract consumers; (4) value proposition: take fun packaging as the value proposition of a product and make it fun. The path to success in the management of a business as presented here could be used as a reference by other entrepreneurs to emulate a business strategy for operating a virtual shop.

Keywords: electronic commerce; entrepreneurship; festivals; creativity; mid-autumn festival; baking industry (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp15:467-473

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