| Abstract |
This study highlights individual aspects of doctoral research regarding sustainable market strategies in the context of digitization, conducted by authors in the Research Centre of Business Administration, Bucharest University of Economic Studies, Romania. The objective of this research paper is to identify key elements impacting on the business opportunities of online retailers in the countries of the Gulf Cooperation Council - with a special focus on the most economically dynamic: the United Arab Emirates. Hence, evaluating the central issues to be managed by e-commerce market participants. The first part of the paper provides an overview of the existing literature whereas the second part includes research results and solution proposal. Our study is based on a review of existing literature from recognized publishers and professional associations, as well as market information obtained through published interviews by the CEO of the main e-commerce platform. In this context, we have analyzed more than 60 publications and data sets to provide for an inclusive picture on the market development potential of shopping websites and studied the substantial challenges as well as the existing opportunities faced by these pioneer companies in the United Arab Emirates along political, economic, social and technological lines. On the one hand our research revealed that the main management challenges of online retailers in the region center around three main issues: the lack of supporting infrastructure, the issue of an unbanked population and the locally-embedded mall culture. On the other hand, large and growing numbers of digital natives in the region, as well as the political pressure on local leaders to provide for non-oil sector-related growth potentially have a stimulating effect on innovative online marketplaces. Against this background, the Gulf region provides for an interesting case for the development of e-commerce since social and cultural factors tend to play a significant role in the clash between traditional brick-and-mortar stores and newly developing web-based marketplaces. |
