Transpiring journey of innovative e-commerce
by Satish Chandra Ojha
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 5, No. 4, 2019

Abstract: The paper aims to understand how innovative e-commerce has been explored in the last decade by providing a systematic review of the existing literature on innovative e-commerce. The study further aims to summarise a few basic and important issues that the forthcoming research should address. An extensive literature review was carried out on innovative e-commerce spread over various journals identified from the e-academic databases of EBSCOS, Scopus, Science Direct and Emerald. A total of 68 conceptual and empirical articles on innovative e-commerce research spanning from 2008 to 2018 were analysed based on the various classification schemes. Innovative e-commerce is becoming a key concept in the field of marketing. The current study presents the journey of the journey of innovative e-commerce considering the various inclusion and exclusion criteria.

Online publication date: Mon, 24-Feb-2020

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