The Effect of Retail Market Concentration on Development of Electronic Retailing in the Danube Region

Jelena  Končar; Stipe Lovreta; Sonja Vucenovic; Radenko Marić

doi:10.5755/j01.ee.33.3.26786

Authors

Jelena Končar Faculty of Economics in Subotica, University of Novi Sad, Ferbia
Stipe Lovreta Faculty of Economics, University of Belgrade, Serbia
Sonja Vucenovic Faculty of Economics in Subotica, University of Novi Sad, Serbia
Radenko Marić Faculty of Economics in Subotica, University of Novi Sad, Serbia

DOI:

https://doi.org/10.5755/j01.ee.33.3.26786

Keywords:

marketing channel, retail market, electronic retailing, concentration, Danube region

Abstract

The development of electronic retailing as a new retail marketing channel based on the Internet appears in contemporary theory and practice. In such market conditions, there is a research problem in which the level of development of the retail market and increasing concentration and competition in the market impact the development of electronic retailing. The aim to prove in this paper is to determine whether the level of concentration of the traditional retail market influences the share of electronic retailing in total retail revenue. The Danube region countries are chosen because of differences in the level of development of the retail market and electronic retailing. The sale revenues of the largest retailers based on which the level of concentration of the retail market in a particular country is determined are analyzed. The study concluded that a high share of the ten biggest retailers in the total retail revenue, as an indicator of the development of the retail market, follows the high share of e-retailing in total retail revenue to some extent. The results also confirmed a significant relation between the origin and types of retailers and the degree of concentration of electronic retail. Recommendations for future research are given in the paper.

Author Biographies

Jelena Končar, Faculty of Economics in Subotica, University of Novi Sad, Ferbia

Jelena Končar is a retired full professor at the Faculty of Economics in Subotica, University of Novi Sad, where she received her bachelor's, master's and doctoral degrees. He is the author of over 200 papers in the field of trade and trade policy, e-commerce and new technological innovations in trade. She has participated in and led projects for the application of modern technologies in the management of trade organizations, strategic development and trade policy, the concept of integrated information systems in trade and the development of direct marketing.

Stipe Lovreta, Faculty of Economics, University of Belgrade, Serbia

Stipe Lovreta is a retired full professor at the Faculty of Economics, University of Belgrade. He has contributed to the emergence and development of the following university disciplines: Trade Economics, Trade Policy, Trade Management, Trade Marketing, Marketing Channel Management and Sales Management. He has published 15 books and monographs for university and secondary education, 55 papers at domestic and international conferences, 230 articles in domestic journals and conference proceedings. He was the team leader in more than 70 different projects from management consulting to macroeconomic projects done for the Government of Serbia and the former Yugoslavia, the Chamber of Commerce and companies. He was also the head of the team for the preparation of the Law on Trade and the Law on Electronic Commerce.

Sonja Vucenovic, Faculty of Economics in Subotica, University of Novi Sad, Serbia

Sonja Vučenović is an Assistant Professor at the Faculty of Economics in Subotica, University of Novi Sad, where she received her bachelor's, master's and doctoral degrees. She is the author of over 100 papers in the field of trade, particularly e-commerce and new technological innovations in trade and marketing channels. She has participated in few national projects concerning marketing channels in Autonomous Province of Vojvodina and Republic of Serbia. She participated in professional development programs at Universities in Germany, Hungary and Slovenia.

Radenko Marić, Faculty of Economics in Subotica, University of Novi Sad, Serbia

Radenko M. Marić is an Associate Professor and Vice-dean for undergraduate and master studies at the Faculty of Economics in Subotica, University of Novi Sad. He authored over 100 scientific papers contributing to domestic and international literature in the field of Trade, Marketing, and International Business. He made a great contribution to a number of NGOs for development of science, education and culture. He participated in a few regional and international projects such as IPA crossborder projects and Erasmus + KA1 projects. Also, he was member in Erasmus + International Mobility Staff Activities Program as a visiting professor in a few European University.