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Factors Influencing E-commerce Usage within Internationalisation: A study of Swedish small and medium-sized fashion retailers
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose − Previous research has shown that Swedish Small-and-Medium enterprises (SMEs) have a relatively low level of digital maturity when it comes to export, thus limiting growth potential in international markets. This study aims at investigating this phenomenon with a focus on e-commerce, as it is among the top digital channels that have a large impact on international expansion. Factors influencing the usage of e-commerce channels within internationalisation by Swedish SME fashion retailers will be investigated. 

Design/methodology/approach −The overall methodology used in this study is qualitative with an abductive mode of reasoning. The study follows a case study approach using multiple cases with interviews as the primary data source. Based on literature review, thirteen factors are identified to have a certain influence on the usage of e-commerce within internationalisation. Semi-structured interviews are conducted with seven cases to examine the identified factors from literature and explore new factors if possible.

Findings − The results present eleven critical factors including eight identified factors from the literature together with five newly discovered factors. They are Relative Advantage, Perceived Usefulness, Compatibility, Costs, Customer Reachability, Branding and Advertising, Time-efficiency, Technology Competence & Configuration, Organisation Size, Competitive Pressure, and Main Product Features. These critical factors have various effects depending on companies’ business operations and the degree of online internationalisation. The results further confirmed that the Uppsala Model is still applicable in the context of Swedish SME fashion retailers internationalising with e-commerce. 

Value − This study has contributed to the existing research on e-commerce and internationalisation in terms of the influence on firms’ e-commerce usage within internationalisation in the post-adoption phase, and under the specific business context of Swedish small-and-medium sized fashion retailers. Based on the conclusion, practical implications are offered for similar companies in this industry

Place, publisher, year, edition, pages
2019. , p. 65
Keywords [en]
Factors, E-commerce, sales channels, Internationalisation, Uppsala model, psychic distance, SMEs, fashion retailers, Sweden fashion industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-387796OAI: oai:DiVA.org:uu-387796DiVA, id: diva2:1330532
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-25 Last updated: 2019-06-26Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • Other style
More styles
Language
  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
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