Chanchai TangpongMuhammad IslamNongkran LertpittayapoomNorth Dakota State UniversityMahidol University2018-09-132018-09-132009-01-01Journal of Leadership and Organizational Studies. Vol.16, No.2 (2009), 131-14019397089154805182-s2.0-77149177402https://repository.li.mahidol.ac.th/handle/123456789/27363This study examines the emergence of business-to-consumer (B2C) e-commerce from new niche formation, creative destruction, and contingency perspectives. Based on multiretail-sector data, this study supports the contingency perspective. The findings suggest that in digitally related sectors, B2C e-commerce has emerged through a creative destruction process whereby B2C e-commerce expands at the expense of traditional retailing; thus, addressing the e-commerce trend becomes traditional firms' strategic imperative. Conversely, in digitally unrelated sectors, B2C e-commerce has emerged through a new niche formation process whereby B2C e-commerce coexists with traditional retailing; thus, embracing the e-commerce trend becomes the traditional firms' strategic choice. © 2009 Baker College.Mahidol UniversityBusiness, Management and AccountingDecision SciencesSocial SciencesArticleSCOPUS10.1177/1548051809338054