EVALUATING E-COMMERCE STRATEGY DEVELOPMENT FOR ORGANIZATIONS: A LITERATURE REVIEW

Abstract

This article provides a concise concept and explanation of electronic commerce within retail organization. The review of related literature discusses the concept and application areas of e-commerce within organizations. The review will also tackle the important strategic management concepts such as transaction cost theory and relationship marketing and how e-commerce is enabling organizations to achieve increased efficiency, improved communication, and lower costs across its value chain.Keywords: E-Commerce, literature, strategy, development, intraorganizational, relationship marketing, retail, transaction cost theory.