The thesis aims to give Italian small-medium enterprises (SMEs) in fashion industry an insight on Turkish e-commerce and underline significant considerations and advices before building their strategy to enter Turkish market through cross-border business to customer (B2C) e-commerce. The thesis starts with an overview to Italian economy and its main activities with strengths and weaknesses in order to better understand the current state of the country, especially after the great recession in 2009. Subsequently, Turkish economy and the country’s demographical characteristics are presented with the aim of illustrating the potential of the country. Secondly, in order to build well-fit strategy for Italian SMEs in fashion industry, Turkish e-commerce is investigated in parallel to its most significant pillars: online marketing, logistics, payment methods, and law and regulations in addition to its dynamics and evolution over last decade. The analysis is conducted based on the secondary sources, which are mainly comments and remarks of executives, indicators of press and associations, company strategies, state and universal agency statistics and international national surveys of reliable well-known sources that visualize the current state and the future of the country in e-commerce. Lastly, the country overview of Italy and the current state of Turkish e-commerce have brought the thesis into the conclusion. The conclusion has composed of strategic considerations based on the literature review, and investigation of e-commerce channels through secondary sources for new Italian SMEs to enter Turkish market through cross-border B2C e-commerce.
La tesi mira a fornire alle piccole-medie imprese italiane (PMI) nel settore della moda una panoramica sull'e-commerce turco e sottolineare considerazioni e consigli significativi prima di sviluppare la propria strategia per entrare nel mercato turco attraverso l'e-commerce transfrontaliero business to customer (B2C) . La tesi inizia con una panoramica dell'economia italiana e delle sue attività principali con punti di forza e di debolezza al fine di comprendere meglio lo stato attuale del paese, specialmente dopo la grande recessione del 2009. Successivamente, l'economia turca e le caratteristiche demografiche del paese sono presentate con scopo di illustrare il potenziale del paese. In secondo luogo, al fine di costruire una strategia adeguata per le PMI italiane nel settore della moda, l'e-commerce turco viene analizzato in parallelo ai suoi pilastri più significativi: marketing online, logistica, metodi di pagamento, leggi e regolamenti oltre alle sue dinamiche ed evoluzione nell'ultimo decennio. L'analisi è condotta sulla base di fonti secondarie, che sono principalmente commenti e osservazioni di dirigenti, indicatori di stampa e associazioni, strategie aziendali, statistiche statali e universali e indagini nazionali internazionali di fonti attendibili e affidabili che visualizzano lo stato attuale e il futuro del paese nell'e-commerce. Infine, l'economia italiana e le sue attività commerciali con le intuizioni dell'industria della moda e l'immagine dell'e-commerce turco con le sue componenti importanti e le intuizioni del paese hanno portato il lavoro di tesi alla conclusione. La conclusione è composta da considerazioni strategiche, ottenute attraverso la revisione della letteratura, compresi articoli, articoli e riviste, e consigli basati su fonti principalmente secondarie per raggiungere il successo nel viaggio di nuove PMI italiane nel mercato turco attraverso l'e-commerce B2C transfrontaliero.
Cross-border B2C e-commerce strategies to Turkey : a focus on Italian SMEs in the fashion industry
HIDIROGLU, MEHMET SINAN
2016/2017
Abstract
The thesis aims to give Italian small-medium enterprises (SMEs) in fashion industry an insight on Turkish e-commerce and underline significant considerations and advices before building their strategy to enter Turkish market through cross-border business to customer (B2C) e-commerce. The thesis starts with an overview to Italian economy and its main activities with strengths and weaknesses in order to better understand the current state of the country, especially after the great recession in 2009. Subsequently, Turkish economy and the country’s demographical characteristics are presented with the aim of illustrating the potential of the country. Secondly, in order to build well-fit strategy for Italian SMEs in fashion industry, Turkish e-commerce is investigated in parallel to its most significant pillars: online marketing, logistics, payment methods, and law and regulations in addition to its dynamics and evolution over last decade. The analysis is conducted based on the secondary sources, which are mainly comments and remarks of executives, indicators of press and associations, company strategies, state and universal agency statistics and international national surveys of reliable well-known sources that visualize the current state and the future of the country in e-commerce. Lastly, the country overview of Italy and the current state of Turkish e-commerce have brought the thesis into the conclusion. The conclusion has composed of strategic considerations based on the literature review, and investigation of e-commerce channels through secondary sources for new Italian SMEs to enter Turkish market through cross-border B2C e-commerce.| File | Dimensione | Formato | |
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Cross-border B2C E-commerce Strategies to Turkey_A focus on Italian SMEs in the Fashion Industry.pdf
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https://hdl.handle.net/10589/138038