Development of a Web Based Business Oriented Towards a Market Niche in an Emerging Economy: Profightstore.Com

In transition economies, the number of Internet users has been growing at a two or three-digit average annual growth rate in the past ten years. In addition, during that period the Internet has been considered a potentially important distribution channel for companies in different industries within transition economies. As small companies are the generator of economic growth in such economies, it is important to reconsider the possibilities of Internet usage and development of niche oriented stores within SMEs in transition economies. The basic assumption of this paper is that the Internet allows SMEs and startup companies to access niche markets which have not previously been accessible to them. The paper describes a case study of an on-line store in Croatia developed as a portal which targets the niche market.

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