The adoption and adjustment of E-commerce model in emerging market

The purpose of this study is to develop an E-commerce model which can be applied in developing countries. By integrating the useful features in the existing models examined with the consideration of specific industry and respective E-commerce venture, we develop a comprehensive model at three levels, which are context, industry, and organization. Some key elements and relevant issues are also identified in each of the three levels. The finding of the in-depth analysis of the international factors, industrial competition and organizationaVfirm factors etc. indicates the attractiveness of the Chinese natural stone market, and highlights that Build Direct business model needs to be adapted and adjusted to fit into the Chinese market. In the meantime, the study identifies and analyzes several key factors determining the timing of entry, suggesting the early entry of Build Direct in order to ride the wave under current favourable circumstances.