Managerial Expectations for Technology at QVC, Inc.
During the early 1990s, tens of millions of American consumers gained access to cable television and a number of retailers took note of this technological innovation by launching cable television programming featuring their products. These new shopping venues quickly became enormously popular with many consumers because of their convenience, value and wide range of merchandise. One of the companies that emerged from this initial foray into unknown marketing waters was QVC, Inc., which has used emerging technologies to grow its business in innovative ways. To determine how managerial expectations for technology have affected QVC's growth in recent years, this paper provides a review of the relevant literature concerning past expectations as well as how current technologies are meeting the company's business needs. A summary of the research and important findings are provided in the conclusion.
Review and Analysis
By the early 1990s, nearly two-thirds of American consumers had cable television in their homes (Copley, 2004). Founded in 1986 by Joseph Segel (also founder of the Franklin Mint), QVC, Inc. (hereinafter alternatively "QVC" or "the company") has grown its business by taking advantage of this emerging technology to improve the retailing experience for tens of millions of loyal customers. Standing for "quality," "value" and "convenience," QVC's management team has leveraged the home shopping channel into a global enterprise that includes the United States, Latin America, Asia, and Europe (Copley, 2004). The business model has been enormously successful, and QVC even established a sales record for a new public company in American business history during its first full year of operation (QVC at a glance, 2012).
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