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AbstractThis chapter reports a study aiming at investigating the factors of successful e-tailing in China's retail industry. A single case study was undertaken in one of the top retailers in China. Both qualitative and quantitative data were collected, including in-depth interviews and focus group interviews with key personnel in the case organization, and questionnaire survey with randomly selected customers of the retailer. A comprehensive combined model of success factors of e-tailing was developed and is presented in detail. Some unique and interesting factors associated Chinese e-tailing have been identified; and some useful practicable suggestions are also provided for Chinese retailers or any businesses who are embarking on e-tailing in China or/and planning to enter the China's retail market.
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