Marketing and organisational development in e-SMEs: understanding survival and sustainability in growth-oriented and comfort-zone pure-play enterprises in the fashion retail industry

Following calls to explore organisational development in a fashion retail marketing context this paper conceptualises and explains how 14 fashion retailers operating purely online have developed their enterprises via a six-stage approach, through which they moved at various speeds, either in a linear sequence or concurrently. Effective strategies to secure sustainability for comfort-zone and growth-oriented enterprises are identified, including...