At the beginning of the 90’s, the introduction of the World Wide Web, Web 1.0, has opened new opportunities for companies to develop new business models in the field of “electronic commerce”. Businesses were able to benefit from this tool to increase their market share, increase their profitability, improve services, and reduce their time to market. The World Wide Web acted as an intermediary between businesses and their customers, where companies can inform them about their products, news, and promotions. Couple of years later, the second generation of the World Wide Web emerged, Web 2.0, where it moved static HTML pages to a more interactive and dynamic web experience. Web 2.0 is based on the ability of people to cooperate and share information online using social media platforms, blogging, and Web-based communities. The commerce activities leveraging on the basis of “Web 1.0” are referred to as “electronic commerce” or “e-Commerce”; however, when leveraging on the basis of “Web 2.0”, they are referred to as “Social Commerce”. Social commerce combines Web 2.0 social media technologies and infrastructure to support online users’ interactions and contribute in the acquisition of products and services. The majority of the researches done before focused on the definitions, scopes, and boundaries of social commerce. However, few focused on examining companies’ performance in the era of social commerce. While surfing different social media platforms, users pass by dozens of “business-related” posts, however, none of these posts are similar neither in the content nor in the way companies tend to approach their customers. Some companies’ posts focus on the product, others on the experience related to that product. Some pages, related to the same company, are present on one social media platform but not on the other. Yet, different companies could be approaching social commerce in different strategies. In this way, this research aims at studying deeply and along different aspects the performance of two major players in the sports industry, Nike and Adidas, along three different periods, before e-Commerce, during e-Commerce, and during social commerce. Moreover, we intended to compare the performance of both companies in the social commerce era to examine whether major players in this industry follow a unique or different approaches when adopting social commerce. The approach of both companies to social commerce is almost the same; however, what differs is the way of adopting Web 2.0, which means the way of approaching and targeting their customers along different social media platforms.
All'inizio degli anni '90, l'introduzione del World Wide Web, Web 1.0, ha aperto nuove opportunità alle aziende di sviluppare nuovi modelli di business nel campo del "commercio elettronico". Le aziende sono state in grado di beneficiare di questo strumento per aumentare la propria quota di mercato, aumentare la redditività, migliorare i servizi e ridurre i tempi di commercializzazione. Il World Wide Web fungeva da intermediario tra le imprese e i loro clienti, dove le aziende possono informarli sui loro prodotti, notizie e promozioni. Un paio di anni dopo, emerse la seconda generazione del World Wide Web, il Web 2.0, in cui trasferì le pagine HTML statiche a un'esperienza web più interattiva e dinamica. Il Web 2.0 si basa sulla capacità delle persone di collaborare e condividere informazioni online utilizzando piattaforme di social media, blog e comunità basate sul Web. Le attività di commercio che fanno leva sulla base di "Web 1.0" sono indicate come "commercio elettronico" o "e-Commerce"; tuttavia, quando sfruttano sulla base di "Web 2.0", vengono definiti "Social Commerce". Il commercio sociale combina tecnologie di social media Web 2.0 e infrastrutture per supportare le interazioni degli utenti online e contribuire all'acquisizione di prodotti e servizi. La maggior parte delle ricerche fatte prima si concentrava sulle definizioni, gli scopi e i confini del commercio sociale. Tuttavia, pochi si sono concentrati sull'esame delle prestazioni delle aziende nell'era del commercio sociale. Durante la navigazione su diverse piattaforme di social media, gli utenti passano dozzine di post "business-related", tuttavia, nessuno di questi post è simile né nel contenuto né nel modo in cui le aziende tendono ad avvicinarsi ai propri clienti. I post di alcune aziende si concentrano sul prodotto, altri sull'esperienza relativa a quel prodotto. Alcune pagine, relative alla stessa azienda, sono presenti su una piattaforma di social media ma non sull'altra. Tuttavia, diverse società potrebbero avvicinarsi al commercio sociale in diverse strategie. In questo modo, questa ricerca mira a studiare profondamente e lungo diversi aspetti le prestazioni di due attori principali nel settore dello sport, Nike e Adidas, in tre diversi periodi, prima dell'e-Commerce, durante l'e-Commerce e durante il social commerce. Inoltre, intendevamo confrontare le prestazioni di entrambe le società nell'era del social commerce per esaminare se i principali attori di questo settore seguano approcci unici o diversi nell'adozione del commercio sociale. L'approccio di entrambe le società al commercio sociale è quasi lo stesso; tuttavia, ciò che differisce è il modo di adottare il Web 2.0, che indica il modo di affrontare e indirizzare i propri clienti su diverse piattaforme di social media.
Changes and challenges promoted by the social commerce in the sportswear industry. Evaluation of Nike and Adidas' cases
KAL, OGUZCAN;ABED ALGHANI, KHALED
2018/2019
Abstract
At the beginning of the 90’s, the introduction of the World Wide Web, Web 1.0, has opened new opportunities for companies to develop new business models in the field of “electronic commerce”. Businesses were able to benefit from this tool to increase their market share, increase their profitability, improve services, and reduce their time to market. The World Wide Web acted as an intermediary between businesses and their customers, where companies can inform them about their products, news, and promotions. Couple of years later, the second generation of the World Wide Web emerged, Web 2.0, where it moved static HTML pages to a more interactive and dynamic web experience. Web 2.0 is based on the ability of people to cooperate and share information online using social media platforms, blogging, and Web-based communities. The commerce activities leveraging on the basis of “Web 1.0” are referred to as “electronic commerce” or “e-Commerce”; however, when leveraging on the basis of “Web 2.0”, they are referred to as “Social Commerce”. Social commerce combines Web 2.0 social media technologies and infrastructure to support online users’ interactions and contribute in the acquisition of products and services. The majority of the researches done before focused on the definitions, scopes, and boundaries of social commerce. However, few focused on examining companies’ performance in the era of social commerce. While surfing different social media platforms, users pass by dozens of “business-related” posts, however, none of these posts are similar neither in the content nor in the way companies tend to approach their customers. Some companies’ posts focus on the product, others on the experience related to that product. Some pages, related to the same company, are present on one social media platform but not on the other. Yet, different companies could be approaching social commerce in different strategies. In this way, this research aims at studying deeply and along different aspects the performance of two major players in the sports industry, Nike and Adidas, along three different periods, before e-Commerce, during e-Commerce, and during social commerce. Moreover, we intended to compare the performance of both companies in the social commerce era to examine whether major players in this industry follow a unique or different approaches when adopting social commerce. The approach of both companies to social commerce is almost the same; however, what differs is the way of adopting Web 2.0, which means the way of approaching and targeting their customers along different social media platforms.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/145832