The Utilization Of E-Commerce By Traditional Supermarkets In The Uk Through Strategic Alliances With Internet Based Companies | Mohammed Shahedul Quader & Mohammed Rashedul Quader

The objective of this paper is to examine the strategic utilization of electronic commerce by traditional supermarkets through strategic alliance with Internet based companies. The paper explores how a clicks and bricks alliance can transform the traditional marketplace; from re-engineering their business processes, to enhancing the bricks and mortar retailers business models, and further contributing to changes in the market structure. Thus by re-engineering their business process to allow enhanced business models, they will be able to improve their overall performance and thus gain competitive advantage. From the research undertaken, this paper draws conclusions on both bricks and clicks benefits and how these alliances fit into the broader context of the business strategy of the traditional supermarket.