Globalisation, technological development and liberalization have an impact not only on individuals and economies, but also on companies. Over the years, firms have been forced to adapt to changing conditions by changing their business models. This problem is also faced by the company under study, which came to the conclusion that it needs a retail website in response to changing market conditions, thus leading to additions to the structure of the existing wholesale business model. These are implemented in all segments of the model, and the results show that there is also a good synergy between the two models. The retail website can help the business model to eliminate some weaknesses and take advantage of the opportunities offered, while the wholesale business can also help retail from a financial point of view. Due to the complementary relationship between the two approaches, it turns out that the company has decided to take the right step towards the renewal of its business model and, consequently, the establishment of a retail website.
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