An Appraisal Of Groupon E-Business Model
Odeniyi, O. Ayodeji, Lawal, N. Tunde, Kareem, A. E. Adebowale
Index Terms: Business Model, E-business, E-Commerce, Merchants, Online Technologies, Social Media Technology, Firms, Marketing.
Abstract: A new kind of business, ‘digital age middleman’, which ordinarily may not have been possible, has emerged. An instance is Groupon, an e-commerce platform which allows a small group of merchants to reach a large number of customers using internet and social media technologies to provide discounted deals. Therefore, the purpose of this study is to appraise the Groupon e-business model. Firstly, the brief profile and business model was examined. Thereafter, an in-depth Social, Legal, Economic, Political, Technological, Ecological/Environmental and Competitive (SLEPTEC) analysis of the business model was carried out. Then, the elements of the business model and the resulting growth and advantages that bring about competitive and profits in the modern markets for Groupon were evaluated. The findings shows that simple technologies of email and social media can be leveraged for business success especially in massive subscribers' base as currently witnessed by Groupon. The study revealed the associated problems with the Groupon e-business platform, and thus conclusively recommends how the business model can be improved via considerations of other technological factors.
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