Table 3 Motives of application of... | Emerald Publishing

Table 3

Motives of application of e-commerce in the foreign expansion of a company

Motives	Selected quotations
Market, reactive motives
Increased importance of e-commerce on the international market, including in fashion industry	RB: “The Internet sales market is growing very strongly and this is a general trend that will be continued. We want to follow the trends on the market. (…) this is a direction from which there is no escape” RK: “This is the only way (…) This kind of trade will disappear at some point. It all tends to be a web sales”

Industry trends and product category specifics foreign luxury brands benefit from online sales the need to have your own online store in the case of brands of certain product categories ease of online sales of certain fashion products	RC2: “For more than 5 years the world has turned so much to e-commerce that there is not really any way out” RC2: “Foreign luxury brands use e-commerce” RC1: “It is a go-to for what is happening on foreign markets and how stores abroad operate” RC2: “Handbags are easier to sell online than clothes, there is no need to measure them” RK: “Every company that has any product such as clothes, bags, creams should have its own online store”

Foreign consumers’ preferences towards direct contact with the designer via his online store	RK: “The customer prefers to order from a designer rather than buying so impersonally”

Response to an inquiry from an international multi-sided digital platform/prestigious multi-brand online stores	RK: “I was called by Mostrami (…) at that moment it was the biggest and most serious sales platform in Poland. They had plans for foreign sales. At the same time, I was contacted by the Showroom” RC1: “Most of the large foreign Internet portals have reported themselves to us” RC2: “It is one of the most prestigious platforms in terms of online stores”

Strategic, proactive motives
Higher efficiency of brand creation on foreign markets thanks to e-commerce low cost of online sales in foreign markets, especially compared to the creation of stationary boutiques economies of scale and coverage via online multi-brand stores possibility of setting higher prices in the online store compared to the prices at distributors	RB: “ (…) develops without much marketing efforts, almost on its own” RB: “In our online store, prices are a few percent higher than on average at distributors” RK: “It is easier to emerge when you are selling on the Internet” RC2: “No start-up business starts with a boutique that costs a lot, but bets on an online store” RU: “Because it builds scale. They come to us every six months and every six months they choose products for consumers” RU: “Because it is a pretty big medium – Zalando”

Faster brand internationalization and creation striving to internationalise the brand reaching a large group of foreign clients of multi-brand Internet platforms making the brand available online to many foreign consumers 24/7 ease of brand creation thanks to e-commerce greater credibility of a brand that has its own online store creation of brand awareness abroad through presence in online stores	RC1: “We have always wanted to enter foreign markets” RC1: “It is dictated by such an egalitarian approach that everyone has the right to buy (…) giving equal chances to all customers, not just those who come to the stationary store” RC2: “The online store is open 24 hours a day (…) and available anywhere in the world” RK: “It is easier to emerge when you are selling on the Internet” RK: “There are times that you have to have your own online store, because it also makes you reliable” RK: (own online store): “Here I can suggest some stylizations, etc. have more control over it, present my product better, as if introduce the customer into my world” RK: “An Internet platform like NJAL brings together people who are avant-garde and want to look unique, so that is where the customer is already. (…) There is a lot of brands out there, but at least there is a chance to be seen” RU: “Because it builds brand recognition” RU: “We would like our customers in Zalando to see us at all, because we are so far away”

Greater control over brand creation on foreign markets in the case of own online store	RK: “I have greater control over what happens in the case of my own store”

Motives	Selected quotations
Market, reactive motives
Increased importance of e-commerce on the international market, including in fashion industry	RB: “The Internet sales market is growing very strongly and this is a general trend that will be continued. We want to follow the trends on the market. (…) this is a direction from which there is no escape”RK: “This is the only way (…) This kind of trade will disappear at some point. It all tends to be a web sales”

Industry trends and product category specifics foreign luxury brands benefit from online sales the need to have your own online store in the case of brands of certain product categories ease of online sales of certain fashion products	RC2: “For more than 5 years the world has turned so much to e-commerce that there is not really any way out”RC2: “Foreign luxury brands use e-commerce”RC1: “It is a go-to for what is happening on foreign markets and how stores abroad operate”RC2: “Handbags are easier to sell online than clothes, there is no need to measure them”RK: “Every company that has any product such as clothes, bags, creams should have its own online store”

Foreign consumers’ preferences towards direct contact with the designer via his online store	RK: “The customer prefers to order from a designer rather than buying so impersonally”

Response to an inquiry from an international multi-sided digital platform/prestigious multi-brand online stores	RK: “I was called by Mostrami (…) at that moment it was the biggest and most serious sales platform in Poland. They had plans for foreign sales. At the same time, I was contacted by the Showroom”RC1: “Most of the large foreign Internet portals have reported themselves to us”RC2: “It is one of the most prestigious platforms in terms of online stores”

Strategic, proactive motives
Higher efficiency of brand creation on foreign markets thanks to e-commerce low cost of online sales in foreign markets, especially compared to the creation of stationary boutiques economies of scale and coverage via online multi-brand stores possibility of setting higher prices in the online store compared to the prices at distributors	RB: “ (…) develops without much marketing efforts, almost on its own”RB: “In our online store, prices are a few percent higher than on average at distributors”RK: “It is easier to emerge when you are selling on the Internet”RC2: “No start-up business starts with a boutique that costs a lot, but bets on an online store”RU: “Because it builds scale. They come to us every six months and every six months they choose products for consumers”RU: “Because it is a pretty big medium – Zalando”

Faster brand internationalization and creation striving to internationalise the brand reaching a large group of foreign clients of multi-brand Internet platforms making the brand available online to many foreign consumers 24/7 ease of brand creation thanks to e-commerce greater credibility of a brand that has its own online store creation of brand awareness abroad through presence in online stores	RC1: “We have always wanted to enter foreign markets”RC1: “It is dictated by such an egalitarian approach that everyone has the right to buy (…) giving equal chances to all customers, not just those who come to the stationary store”RC2: “The online store is open 24 hours a day (…) and available anywhere in the world”RK: “It is easier to emerge when you are selling on the Internet”RK: “There are times that you have to have your own online store, because it also makes you reliable”RK: (own online store): “Here I can suggest some stylizations, etc. have more control over it, present my product better, as if introduce the customer into my world”RK: “An Internet platform like NJAL brings together people who are avant-garde and want to look unique, so that is where the customer is already. (…) There is a lot of brands out there, but at least there is a chance to be seen”RU: “Because it builds brand recognition”RU: “We would like our customers in Zalando to see us at all, because we are so far away”

Greater control over brand creation on foreign markets in the case of own online store	RK: “I have greater control over what happens in the case of my own store”

Source(s): Own elaboration