Electronic commerce (EC) has radically revolutionizedtraditional business practices across the globe. It is alsobelieved that EC offers considerable benefits andopportunities for enterprises.Despite the benefits, however, several scholars have shownthat Small and medium-sized enterprises (SMEs) have beenlagging in EC adoption. In this regard, this study aimed toexplore the factors that influence EC adoption among SMEsin developing countries, in the context of Kenyan retailSMEs.The study employed a qualitative approach through whichempirical data was collected by semi-structured interviews.The target population consisted of managers/owners of retailSMEs that use some form of EC technology in their businessoperations. The study identified several motivating factors forthe adoption and implementation of EC. Moreover, theresearch used (TOE) framework, the technological,organizational, and environmental (TOE) framework withan added national factor, to study and understand the factorsaffecting EC adoption among SMEs. The study identifiedsome factors ranging from, but not limited to the cost of IT,the benefits offered by EC, compatibility, lack of cleargovernment regulations, the role of managers, lack ofinfrastructure. The study further identified a national factorassociated with the social and cultural context in Kenya suchas the resistance to adopt a culture of purchasing online, lackof trust, lack of IT awareness, national address system, etc.

In today’s constantly changing, fast-moving consumer goods (FMCG) retail market environment, it is imperative that retailers should focus on creating a pleasant shopping experience to differentiate their stores in order to achieve a competitive advantage. One of the strategies to achieve competitive advantage can be human variables. This study focused on the influence of human variables on consumers’ shopping experience in FMCG retail stores in Ekurhuleni. Therefore, this study expands the existing knowledge of human variables in the FMCG retail environment. Human variables in the context of this study comprise other customers and sales associates. Each of these human variables is made up of sub-variables. The sub-variables of other customers include crowding and social relations. On the other hand, the sub-variables of sales associates are sales associates’ availability, physical attributes of sales associates and behavioural attributes of sales associates. This empirical study was conducted with 400 FMCG retail stores consumers of the ages between 18 and 60 who reside in Ekurhuleni. The study followed a descriptive research design and quantitative approach in order to address the research objectives. A convenience sampling method and a mall-intercept survey by means of self-administered questionnaires were used to collect data. An exploratory factor analysis (EFA) was conducted in which the Likert scale statements in question 2 - 6 (see Appendix B) measuring different sub-variables of other customers and sales associates were subjected to a Principal Axis Factoring with Oblimin rotation. The results of the final EFA involved 13 Likert scale items. The test were conducted to validate the measures of human variables. The Principal Axis Factoring revealed five factors. These factors were social relations, behavioural attributes, crowding, physical attributes and sales associates’ availability. Therefore, reliability tests were conducted on the final items measuring the human variables. The results of this research study indicate that social relations, sales associates’ availability, physical attributes of sales associates and behavioural attributes of sales associates influence consumers’ shopping experience in FMCG retail stores in Ekurhuleni. However, the consumers felt neutral with regard to crowding. The test results of a chi-square for equal proportion revealed that all the five hypotheses (H1, H2, H3, H4, and H5) were supported as the proportions of consumers with regard to the influence of these sub-variables on their shopping experience were statistically different. Furthermore, ANOVA and F-test results for testing whether there were differences between demographics indicated that H1a, H2b and H5c were supported because there were statistically significant differences between genders with regard to the influence of crowding, between age groups regarding social relations, as well as between racial groups with regard to the influence of behavioural attributes of sales associates on consumers’ shopping experience. / Business Management / M. Com (Business Management)

Digital advances and consumers' buying behaviors disrupt the retail industry demanding more seamless experiences during their buys. In response, retailers are adopting an omnichannel retailing strategy (OCR), which is the integration of retailers' physical and digital channels. However, OCR is a premature concept, and there is still a lack of research in the subject, which limits the guidance for its practical application. Thus, there is still the need to understand the subject.  For OCR managers, it is necessary to understand the main challenges in order to orchestrate it better. Therefore, this research undertakes the task to study the factors that challenge OCR's orchestration, from a managerial perspective. The research departs from primary and secondary data that was later categorized according to its main factor and incorporated into an existing analytical framework of OCR. The findings indicate three main challenge groups that could hinder an orchestrator's impact on the organization. Those are particular capabilities for the OCR, the integration of channels, and technology and data leverage. / Los avances digitales y los comportamientos de compra de los consumidores perturban la industria minorista demandando experiencias más fluidas durante sus compras. En respuesta, las empresas están adoptando una estrategia de omnicanal (OCR – omnichannel retailing), que es la integración de los canales físicos y digitales de los minoristas. Sin embargo, OCR es un concepto prematuro, y todavía hay una falta de investigación en el tema, lo que limita la guía para su aplicación práctica. Por lo tanto, todavía existe la necesidad de comprender el tema.  Para los gerentes de OCR es importante comprender los principales desafíos para una mejor organización. Por lo tanto, esta investigación emprende la tarea de estudiar los factores que desafían la orquestación del omnicanal de minoristas (OCR), desde una perspectiva gerencial. La investigación parte de datos primarios y secundarios que luego se categorizaron según su factor principal y se incorporaron a un marco analítico existente de OCR. Los resultados indican tres grupos principales de desafíos que podrían dificultar el impacto de un orquestador en la organización. Esos son las capacidades particulares para el OCR, la integración de canales, y el apalancamiento de tecnología y datos.

The purpose of this essay is to examine the possibilities for Farsta Centrum so they can increase their visitor count to avoid losing customers in favor of online shopping. It is investigated through several hypotheses that were formed. To accomplish this, a case study which consists of two parts has been completed. Firstly, a literature review was the basis for the hypotheses that investigates previous work concerning the subject. Secondly a questionnaire has been designed based on a standard model with attitude statements and a 7- point Likert scale. The questionnaire was then handed out to consumers as well as employees with a managerial role in the stores at Farsta Centrum. After this the answers were reviewed and analyzed based on average values. The results show that multi-channel shopping is not yet fully integrated with online shopping at Farsta Centrum. However other hypotheses were confirmed, for example that customer loyalty is important and that customers will prefer self-scanning. Therefore, two ways are presented to increase the visitor count to the center based on the results of the report. Firstly to pressure the stores to maintain a virtual store and secondly to force them to use self-scanning where appropriate. / Uppsatsens syfte är att undersöka om och i så fall hur Farsta Centrum kan öka besöksfrekvensen för att undvika att kunderna istället handlar online. För att problemet ska kunna diskuteras har en fallstudie av centrumet utförts vilken består av två delar. Först har en litteraturstudie gjorts där tidigare forskningsrapporter och litteratur presenteras. Här ligger också grunden till hypotesformuleringarna. Del två är en enkätundersökning med attitydfrågor som ställts till konsumenter respektive butiksansvariga i Farsta Centrum. Konsumenterna har fått besvara frågor relaterade till bland annat handelsmönster, hur det digitala integreras i handeln eller självscanning. Frågorna är kopplade till hypoteserna och svaren har utvärderats med medelvärden. Skalan som användes var en 7-gradig Likertskala. I resultatet framgår att Farsta Centrum inte är i framkant av den digitala handeln än. Hemsidor och telefoner är inte det viktigaste för konsumenterna och därför behöver inga anpassningar utföras än. Dock framgår till exempel att köptrohet är viktigt såväl som att självscanning är attraktivt. Det finns därför två sätt för Farsta Centrum att förvalta på ett bättre sätt för att öka besöksfrekvensen till centrumet utifrån rapportens resultat. De kan sätta mer press på butikerna att också tillhandahålla en virtuell butik samt forcera butiker att använda sig av självscanning där det är möjligt och passande.

Digitaliseringen har blivit en av de viktigaste pågående omvandlingarna som sker i nutida samhället och denna utveckling är viktig inom specifikt detaljhandeln samt modebranschen. Då modebranschen befinner sig på en global marknad har de utvecklat olika försäljnings-strategier på olika plattformar, för att bemöta konsumenters efterfrågan till digitala lösningar. Digitaliseringen har därmed spelat en stor roll inom modebranschen och efter internets uppkomst har digitala transformationer blivit alltmer synligt inom modebranschen. Därmed har denna kvalitativa studie undersökt hur konsumentens kundresa påverkar organisationer till att genomföra digitala transformationer inom modebranschen i Stockholm. Syftet med studien är att undersöka hur företag digitaliserar samt utvecklar sin verksamhet i form av att implementera digitala teknologier för att utveckla marknadsföringsstrategier samt digitala plattformar för att bemöta konsuments behov. För att undersöka studiens forskningsfråga har forskarna använt sig av en kvalitativ forskningsmetod som består av semistrukturerade intervjuer, av totalt fem respondenter från tre olika företag. Ytterligare har tre fokusgruppsintervjuer genomförts där konsumenter bosatta i Stockholm och tillhörande generation Z har deltagit för att berätta kring sina kundresor och hur dessa påverkas av olika företag. En desktopstudie som analyserar ett företags digitala transformation har genomförts. Resultatet visa att konsumenter har en stor efterfrågan på digitala lösningar från företag samt att företag har genomfört digitala transformationer för att bemöta dessa behov. De har utvecklat nya digitala plattformar samt marknadsföringsstrategier för att bemöta konsumenternas önskemål, allt från att skapa samarbeten med influensers till att samarbeta med andra externa partners för att exponeras på fler digitala kanaler och plattformar. Konsumenter kan därmed anses som deltagare utöver kund i företags arbetssystem. Därmed kan slutsatserna dras att digital transformation är essentiellt för alla företag inom modebranschen för att kunna stötta konsumenter i dess kundresa hela vägen. / Digitization has become one of the most important transformations taking place and this development is important in the retail- and the fashion industry. This is due to the fashion industry being located on a global market where different sales strategies have evolved for different platforms, to respond on consumers demand for digital solutions. Digitalization has therefore played a major role in the fashion industry and with the origin of the internet, more companies in the fashion industry have implemented digital transformation. Therefore, this thesis has examined how the consumers’ customer journey affects organizations to implement digital transformation in Sweden’s fashion industry. The purpose of the present study was to examine how companies have digitized and developed their business, by implementing digital technologies to enable development of marketing strategies and digital platforms to meet consumer needs. To answer the thesis research question, the researchers used a qualitative research method consisting of semi-structured interviews, containing a total of five respondents from three different companies. In addition, three focus group interviews were conducted consisting of consumers living in Stockholm and belonging to generation Z. The participants spoke of their customer journey and how it is affected by different companies. The researchers also performed a desktop study consisting of a company’s digital transformation. This has led to the result that consumers are demanding digital solutions from companies as well as companies having to implement digital transformations. They have developed new digital platforms and marketing strategies to meet consumers’ needs. Companies have created collaborations with influencers and with other external partners to be exposed on more digital channels and platforms. Therefore, the studied consumers can be considered as participants in addition to being consumers in companies’ work systems. This has led to the conclusion that digital transformation is essential for companies in the fashion industry to be able to support consumers in their customer journey.

The need for fast, flexible, and sustainable deliveries has become a key priority for companies as customers demand more convenience in their purchasing experience. Retailers have responded by developing their logistics into an omnichannel to meet these expectations, which has made the supply chain more complex. The following study has been conducted at The Company, a telecommunication company aiming to be competitive in the market with fast deliveries through its omnichannel. In 2015, The Company set the logistics vision of “Availability as The Competitive Advantage”, aiming for 15-minute deliveries of all physical products in Sweden. This study involved investigating the logistical consequences of realising 15-minute deliveries in an omnichannel company. Therefore, the purpose of this study was formulated: “The purpose is to investigate the logistical consequences for The Company if the logistics vision of 15-minute deliveries is realised.” Since The Company cannot provide 15-minute deliveries today, local inventory points must be added to the underlying warehouse structure, acting simultaneously as storage points and parcel boxes. Firstly, the study involved creating scenarios for The Company where the customer can reach any local inventory point within 15 minutes by bicycle. Four scenarios were designed realising 15-minute deliveries in Sweden, Östergötland County, Jönköping County, and Stockholm respectively. For all four scenarios the number of local inventory points, central- and satellite warehouses, stores, replenishment- and distribution flows were decided by semi-structured interviews with The Company. Furthermore, investigating the logistical consequences involved two supply chain business processes connected to demand and supply: the demand management- and order fulfilment process. The included activities in the demand management process were Plan Forecast, Collect Data, Forecast, Synchronization and Communication of Forecast, Measure Performance. In the order fulfilment process, activities included were Defining Requirements, Evaluation of Logistics Network, Order Fulfilment Plan, Process Order, Pick and Pack Order, and Transport and Delivery. 12 respondents from The Company were interviewed to analyse the current activities and the required activities in the four scenarios. The logistical consequences to bridge the gaps were found and investigated. In the two processes investigated, 14 logistical consequences were found, seven in the demand management process and seven in the order fulfilment process. The study’s result indicates that rapid deliveries imply the same logistical consequences regardless of geographical area and the number of local inventory points for The Company. Covering Sweden implies bigger gaps and consequences than solely covering a big city. Many of the logistical consequences address similar gaps and logistical consequences resulting in the two processes interfacing. Consequently, the logistical consequences were divided into three main categories: system, strategic, and operational. Despite the difference between the four scenarios, many of the respondents have expressed the challenging future ahead by offering 15-minute deliveries. To fulfil the logistics vision The Company must focus on the logistical consequences identified in this study. It will require major significant changes in The Company’s logistics system adding stores. However, the focus of the study lied in understanding the requirements of the demand management and order fulfilment processes within the designed scenarios. Moreover, The Company is recommended to prioritize these consequences and then actively address them.

Abstract  Background: E-commerce and omni-channel retailing strategies have emerged with digitalization. Digital channels have affected many parts of the daily life for consumers and as a result the consumer’s decision-making processes have become more complex. Born natives are a generation of consumers that have grown up having access to digital technology and their behaviors form a unique phenomenon as consumers within the omni-channel environment. At the same time, continuous growth in the Swedish furniture industry has allowed for new retailing strategies to emerge. The sample of born natives born during the 1990’s provides a unique insight in how these consumers behave and interact in the Swedish omni-channel furniture retailing environment.  Research question: How does the omni-channel retailing environment affect decision-making Purpose: The purpose of this study is to explore how digital native consumers who now comprise a larger consumer segment on the furniture market perceive the omni-channel environment in addition to how the digital omni-channel environment affects their decision- making process when it comes to furniture purchases in terms of perceived risks, purposes, and consumer benefits.  Methodology: This study is of qualitative nature which approaches the research problem and purpose with a relativistic philosophical stance. Semi-structured interviews were conducted to provide relevant data by individual consumers, and which have been analyzed with a hermeneutical approach. An inductive approach was adopted to explore the phenomenon.  Conclusion: Consumers perform multiple different actions and adopt different behaviors when operating in the furniture omni-channel retailing environment. Risk aversion, identity building, entertainment and channel selection are all aspects of furniture shopping that are impacted by digital natives operating in the omni-channel retailing environment.

This thesis analyses whether there is any possible relationship between external shopping centers and city-center firms located in Swedish small cities from the perspective of their revenue level. The importance of this research question emerges as a result of a recent trend of business allocation from city centers towards edge-of-town areas. Newly established external shopping centers bring attractiveness to the local area; however, they prosper at the expense of city center businesses. As a result, city centers lose their attractiveness. This trend is especially harmful for small cities which usually do not have enough customer base to satisfy the demand required to support firms both located in the city centers and external shopping centers. Based on the firm level revenue data, a quantitative study is performed. According to main empirical findings a negative significant relationship is found between the revenue of city-center retailing firms and the revenue level of external shopping centers. However, no significant relationship is found for the firms belonging to the hospitality sector. Key-words: small city, retailing sector, h

Traditional retail with personal service is becoming scarce. The personal interaction is replaced with self service alternatives, and the consumer is now seen as a co-service producer. What is the general attitude towards the service provided within these automated experiences? Is the automated experience of service comparable to the traditional service that is expected from the customer, or is the industry moving too fast, risking the exclusion of certain consumer groups in the quest for automation? This study conducted semi-structured interviews with a broad range of consumers and used thematic analysis in an effort to discover consumers' unique motivations in regards to self service alternatives in physical stores. The result showed that most consumers are satisfied as long as the service works as intended. But when problems arise, many of the respondents point out the lack of standardization, human support, long waiting times, and control within the user interface. Findings in this study contribute to the industry by identifying traits within the technology viewed by the consumer as enablers or disablers.

South Korea is a country that is poor in natural resources and capital and remains behind many other nations in technological development; however, South Korea's unique development strategy has led its economy to high growth over the last three decades. During 1997, South Korea began to experience a serious financial crisis, including bankruptcies of many of its conglomerates, a drastic depreciation in the international exchange rate of the South Korean currency, and an increasing foreign debt. Currently South Korea is struggling to compete with products from both industrialized nations and newly industrializing nations. The current crisis has occurred as South Korea has been engaged in extensive market-opening. Knowledge is lacking about South Korea's intricate and rapidly changing political and economic climate. The purpose of this research was to explore and clarify the interrelated factors that have contributed to South Korea's present economic problems, especially those facing South Korea's retailing industry. The qualitative methodology of "grounded theory" was used in this study. Grounded theory is a general methodology for developing theory that is grounded in data which are systematically gathered and analyzed. Theory evolves during the research process through a continuous interplay between analysis and data collection. This research attempted to discover the factors, or themes, that have affected the South Korean economy and retailing industry. The following factors were identified: (1) foreign direct investment; (2) the price-gap between imported goods and domestic products; (3) South Korea's trade deficit; (4) perceived over-consumption of luxury items by South Korean consumers; and (5) the chaebol, or South Korean large conglomerates. The economic factors that have led to the current difficulties facing the South Korean retailing market are complicated and interwoven. South Korean retailers will have to address these factors in the future, and attempt to find solutions. It is hoped that the knowledge resulting from this will be of benefit to South Korea's attempt to compete in a global marketplace. / Master of Science