A Literature Review on the Studies of Internet Retailing Management

This paper reviewed the studies of Internet retailing management. It found that, in general, most of the papers on the topic took focus on Internet retailing strategy and online merchandise management. Specifically, it drawn following conclusions: First, there were six major incentives for firms to adopt Internet retailing, including improving internal communication, improving operational efficiency, facing competition, enhancing customer services, reaching out to a wider audience, and improving relations with suppliers. Second, cost of Internet trading and consumer preference were negatively, while status of Internet retailing strategy, technology capability, Internet communication preference, Internet marketplace, and market development opportunity were positively, affect firms to adopt Internet retailing. Third, market positioning, business model, estimation of the market size, Internet-based innovative application, and strong brand of website were the key factors for the success of an online retailing website. Fourth, cross-channel conflict might be reduced by reconstructing the business process or adjusting the pricing strategy, while Internet retailing inventory might be improved by firms’ zero inventory policy, in-stock inventory policy, and dynamic inventory policy. Finally, a firm’s quality of logistics and delivery could be increased by high-value-package strategy and emergency transshipments. Implications of these conclusions were suggested.