In my thesis I focus on the in-store marketing from the perspective of the supplier. In the methodological section, I will describe a brief history of this form of advertising, how it developed and where it is going. Because we are in the B2B segment I will subscribe the marketing mix and compare it with the B2C segment. I will introduce the technological tools that are used in this field of business, procedures for the preparation of funds, cooperation with clients, production processes. I will observe the new trends in the present and introduce what to expect in the future. The practical part will present the company Willson & Brown, which has been for many years active in the in - store marketing business designer, manufacturer and supplier of POS materials. I will describe the company's products, technologies that are used in the production. Using the SWOT analysis, I will find out what the strengths and weaknesses of the firm are and what are the opportunities and threats that can challenge the company. I will usea research that was conducted among clients at European level and I will evaluate it. Using the SWOT analysis and the results from the research I will recommend a solution that can help the company grown and possibly lead the European POS market.

The growing popularity of the internet and its activities have opened a wide range of business opportunities especially in terms of e-business. Though, reports show that the adoption rate of e-commerce in developed countries seem to be striving, a lot of developing countries still struggle with slow e-commerce adoption rate. Democratic Republic of Congo (DRC) is one these countries where e-commerce adoption is still in its infant stages. However, because of the recent infrastructure improvements and the growth in telecommunication services in the country, internet penetration, more specifically, mobile Internet penetration is growing at a significantly fast pace. This could mean opportunities for e-business services in DRC. The objective of this research is to investigate the factors that could influence online shopping adoption in DRC. This investigation was carried out by adapting an extended version of the Technology Acceptance Model (TAM). A quantitative approach was used in the collection of data and the data was edited and analyzed using the programming language, R. Also, the analytical techniques used in conducting this research include: Descriptive Statistical Methods (Cross tabulation, frequencies) and inferential Statistical Methods (Logistic Regression, ANOVA and Chi square tests). The results from this research show that contrary to the conceptualized model in the literature review where the main constructs included: Perceived Ease of Use(PEOU), Perceived Usefulness(PU) and Perceived Trust(PT), it appears that Perceived Ease of Use(PEOU) does not have any significance in a user’s intention to shop online(p>0.01). However, this research found that Perceived Usefulness and Perceived Trust have a strong statistical significance to a user’s intention to shop online. Furthermore, we found that Gender, Income and Age do not have any moderating influence on the relationship between a user’s perception and their intention to shop online in DRC. However, when the relationship between VI perception and intention to shop online is moderated by experience, we find that there is a variation between users with prior online shopping experience and those without. While these research findings make for remarkable recommendations on a user’s intention to shop online, we recommend that further research on actual usage of e-commerce be examined in DRC to get a better understanding of consumer online behaviors.