Managerial Implications of Live Commerce: A Qualitative Case Study in Denmark

View Sample PDF

Author(s): Lasse Løber (UCL University College, Denmark)and Simon Svendsen (Danfoss A/S, Denmark)
Copyright: 2023
Pages: 22
Source title: Handbook of Research on Business Model Innovation Through Disruption and Digitalization
Source Author(s)/Editor(s): Erik Stavnsager Rasmussen (University of Southern Denmark, Denmark)and Nicolaj Hannesbo Petersen (UCL University College, Denmark)
DOI: 10.4018/978-1-6684-4895-3.ch017

Keywords: Business & Management / Business and Organizational Research / Business Science Reference / Entrepreneurship & Innovation

Purchase

View Managerial Implications of Live Commerce: A Qualitative Case Study in Denmark on the publisher's website for pricing and purchasing information.

Abstract

Live commerce uses digital communication technology (e.g., social media) to enable viewers to purchase featured products on their devices while watching a livestream. The purpose of this study is to clarify the considerations and decisions that managers should reflect upon before implementing live commerce as part of their business models. Taking a qualitative approach to investigating three live commerce cases, this chapter builds a theory of the managerial implications of using live commerce as part of a company's business model. The theory consists of 10 sub-dimensions that are connected to three dimensions of live commerce: 1) strategic integration, 2) the live event in practice, and 3) host and viewer alignment. Each sub-dimension includes key considerations that companies can use as a starting point for strategic reflection and discussions prior to implementing live commerce.

The IRMA Community

Research IRM

Managerial Implications of Live Commerce: A Qualitative Case Study in Denmark

Purchase

Abstract

Related Content

IRMA Sponsors