Retail to E-tail: Understanding how ecommerce has reshaped the retail industry

<a href="https://embed.stanford.edu/iframe/?url=https%3A%2F%2Fpurl.stanford.edu%2Fzx373dj5366" class="su-underline">Show Content</a>

Abstract/Contents

Abstract: This thesis further explores and analyzes the changing landscape of the retail industry with the advent and growth of ecommerce. First, I provide background information of traditional brick and mortar retail, which I argue was largely defined by its cost structures associated with dependence on physical space. I begin my transition to understanding etail by following historical patterns of how retail changed alongside technological advancements. However, the internet and its capabilities quickly proved to be revolutionary and the traditional brick and mortar operation confined by traditional cost structures and physical spaces could not adapt adequately. Analysis of the evolving new consumer and rebalance of power dynamics reveals how the industry has begun to transform. This work concludes with three case studies to illustrate the complexities of this transformation and operations in the new e-tail heavy industry.

Type of resource	text
Date created	June 2019

Author	Conaton, Patrick
Primary advisor	Hamilton, James
Degree granting institution	Stanford University, Department of Communication

Subject	Stanford Communication Department
Subject	Stanford University
Subject	Retail Industry
Subject	Retail
Subject	Ecommerce
Subject	Etail
Subject	Amazon.com
Subject	Amazon Effect
Subject	Retail Apocalypse
Genre	Thesis

Location	https://purl.stanford.edu/zx373dj5366

Use and reproduction: User agrees that, where applicable, content will not be used to identify or to otherwise infringe the privacy or confidentiality rights of individuals. Content distributed via the Stanford Digital Repository may be subject to additional license and use restrictions applied by the depositor.
License: This work is licensed under a Creative Commons Attribution Non Commercial No Derivatives 3.0 Unported license (CC BY-NC-ND).

Preferred Citation: Conaton, Patrick. (2019). Retail to E-tail: Understanding how ecommerce has reshaped the retail industry. Stanford Digital Repository. Available at: https://purl.stanford.edu/zx373dj5366

Masters Theses in Media Studies, Department of Communication, Stanford University

Loading usage metrics...