| dc.description.abstract | In order to remain competitive many companies are exploring online sales as a means of
generating sales, expanding reach and reducing costs. This research explores how companies
with a previous off line operation moves towards e-commerce and the implications involved
in such a translation. A review of relevant literature examines topical areas including ecommerce
development within businesses, moving towards e-commerce, online branding and
trust in online shopping.
An exploratory research design was used for this study with the aid of a mixed mode data is
collection process. The first stage of this research involved the researcher using a judgement
sampling technique from six depth interviews with companies who have incorporated ecommerce
into their business strategy over the last five years. The second stage involved
holding two focus groups or eight shoppers per group who shop online and are familiar with
the companies interviewed previously.
The findings of indicate many challenges for companies and areas that require careful
consideration throughout the move towards e-commerce including objectives, service
offering, customer experience and the attainment of credibility which is identified as the key
to attaining a successful online strategy. A framework has been developed from the research
findings which incorporates these points in detail under other topic areas. | en |
