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The purpose of undertaking this dissertation is to conduct an extensive research regarding the supermarket industry in the Greek context in order to examine the viability and sustainability of the development of an innovative business plan regarding an online supermarket chain . The research was primarily based on the q ualitative research method ology , while also using some descriptive statistics in order to report an d analyse respondents’ replies. Both primary and secondary data were collected. Primary data were obtained through in - depth interviews with upper - level managers , as well as through a questionnaire filled out by individuals .S econdary d ata w ere primarily obtained from the analysis of sectorial studies and publicly available annual reports that were gathered and analysed in - depth to provide further support for findings acquired through the questionnaires . Based on the analysis results , through interviews, questionnaires and reports from market and industry companies under examination,at a next stage we created a one year business plan from prototype phase. The business plan in particular regards the creation of an online supermarket chai n. As such, certain aspects that distinguish it from the classic supermarket business model were highlighted. This plan may in turn be used as a vehicle to attract investors and entrepreneurs and help them to establish a successful firm on the top of this innovative idea. In addition, it is also the team’s aspiration to put this plan in action and be actively involved in operating this online supermarket chain in the wider retail industry