Emerging Virtual Models for Global e-Commerce - World Wide Retailing in the e-Grocery Business

This paper looks at emerging models for world wide retailing in an electronic market environment. The authors begin by providing some definitions of virtual cultures and a set of models of virtuality which can describe an electronic market. This is then explored within the context of electronic grocery retailing to describe avenues to global expansion. Available virtual forms are determined both by pre- defined communication links and the extent to which these can be substituted by virtual ones, but also by the intensity of virtual links supporting the virtual form adopted. It is argued that seven models suffice to provide and describe a comprehensive dynamic framework of change. It is suggested that for strategic advantage virtual e-groceries must align their management models and communication processes with their virtual culture.