摘要：Internet retailing industry is considered as an infant industry in Malaysia. Although there has been a rising trend, weak e-commerce infrastructure has resulted consumers to perceive online transaction to be unsafe. This study investigated on e-value strategies adopted by a Malaysian leading Internet retailer in order to change consumer’s skepticism. The e-value strategies employed by the case company emphasized on value innovation which include flexible organizational structure, open communications, innovative spirit, and people focus and strong work culture. It is evident that the company has benefited from value creation and innovation where sustainable strategic efforts were combined with entrepreneurial knowledge in designing the deal creation process.
