Unraveling Complexities in the New Economy

Abstract: Title: Unraveling Complexities in the New Economy – Investigating Online Influences on Business Models of Retailers in China and the United Kingdom Authors: Fabian Gutjahr & Lukas Bollano Supervisor: Magnus Johansson Keywords: Business Model, Capabilities, E-Commerce, Packaged Food, Retailing, China, UK Purpose: The purpose of this study is to examine how e-commerce trends in technologically advanced economies interplay with the market and organizations in packaged food retailing. Methodology: A qualitative multiple-case study with cross-cultural components has been designed. Furthermore, a mix of deductive and inductive research approaches have been applied. The main data used is collected from in-depth interviews with representatives from different actors in the e-commerce and packaged food industry. Beyond the interviews, secondary data is utilized for additional perspectives. Theoretical Perspectives: The thesis is based on e-commerce and business model theory. A theoretical framework is created by fusing the two theories to map business factors that require special focus in e-commerce environments. Contribution: Concludingly, there is relevance for firms to adapt the business model to e- commerce trends. There are certain aspects requiring particular consideration which are identified and presented. This study contributes to the status quo research in combining e- commerce and business models.