Strategies for E-Commerce Platform Adoption in the Manufacturing Sector in Western India

161 Pages·2016·1.15 MB·English

Walden University
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Walden Dissertations and Doctoral Studies
Walden Dissertations and Doctoral Studies
Collection
2016
Strategies for E-Commerce Platform Adoption in
the Manufacturing Sector in Western India
Neeraj Parikh
Walden University
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Walden University

College of Management and Technology

This is to certify that the doctoral study by

Neeraj Parikh

has been found to be complete and satisfactory in all respects,
and that any and all revisions required by
the review committee have been made.

Review Committee
Dr. Jorge Gaytan, Committee Chairperson, Doctor of Business Administration Faculty

Dr. Mohamad Hammoud, Committee Member, Doctor of Business Administration
Faculty

Dr. Matthew Gonzalez, University Reviewer, Doctor of Business Administration Faculty

Chief Academic Officer
Eric Riedel, Ph.D.

Walden University
2016
Abstract

Strategies for E-Commerce Platform Adoption in the Manufacturing Sector in Western
India
by
Neeraj Parikh

PMP®, Project Management Institute, 2006
MBA, Keller Graduate School of Management, 2004
BS, DeVry University , 2003
AS, ITT Technical Institute, 2002

Doctoral Study Submitted in Partial Fulfillment
of the Requirements for the Degree of
Doctor of Business Administration

Walden University
July 2016
Abstract

While 95% of Indian SME leaders have not adopted an e-commerce platform, the few
SME leaders having adopted such platforms reported 64% higher sales and 65% higher
profits. The purpose of this multi-case study, guided by the diffusion of innovation (DOI)
theory, was to explore the strategies that Indian SME leaders used to adopt e-commerce
platforms to expand their businesses. Data for this study emerged from conducting face-
to-face, semistructured interviews with 3 SME leaders who operated in the manufacturing
industry in western India. The data analysis process included validating, coding,
interpreting, and summarizing data and generating themes. Methodological triangulation
of data obtained from interviews, observations, and document review resulted in 4 major
themes: leveraging the marketplace model, dealing with tedious governmental
requirements, finding well-trained employees, and handling fraudulent product returns.
The study results may contribute to positive social change in western India by generating
greater employment opportunities and increasing e-commerce literacy among online
shoppers. Wider e-commerce adoption by SME leaders can generate a large number of
employment opportunities for people living in western India resulting in a better quality
of life. Increased use of e-commerce activities among online shoppers can result in higher
awareness about online frauds, identity theft, malware threats, and overall online security.
Strategies for E-Commerce Platform Adoption in the Manufacturing Sector in Western
India

by
Neeraj Parikh

PMP®, Project Management Institute, 2006
MBA, Keller Graduate School of Management, 2004
BS, DeVry University , 2003
AS, ITT Technical Institute, 2002

Doctoral Study Submitted in Partial Fulfillment
of the Requirements for the Degree of
Doctor of Business Administration

Walden University
July 2016
Dedication
I would like to dedicate this doctoral study to my autistic son, Shiv. Realizing that
you cannot attend a traditional school, I have embarked on a journey to achieve the
highest academic degree possible on your behalf. I also dedicate this award to Neal, my
younger son, who has seen me go through the highs and lows of this educational journey.
It is my sincere hope that my journey inspires you to believe in yourself, fight against all
odds, and achieve anything you desire in your life. I would like to thank my parents for
all of their sacrifices. Finally, to my wife, Ulupi - without your steadfast support this
study would not have been possible.
Acknowledgments

I would like to thank my chair, Dr. Jorge Gaytan, who was always willing to
assist, advise, inspire, and encourage me throughout my doctoral journey. I truly have
learned many things from our interactions. I intend to incorporate that knowledge in my
personal and professional lives. I also want to offer my gratitude to Dr. Mohamad S.
Hammoud and Dr. Matthew Gonzales, who provided valuable feedback to improve the
quality of my study. I am forever thankful for your mentorship.
Table of Contents
List of Figures .................................................................................................................... iv
Section 1: Foundation of the Study ......................................................................................1
Background of the Problem ...........................................................................................2
Problem Statement .........................................................................................................3
Purpose Statement ..........................................................................................................3
Nature of the Study ........................................................................................................4
Research Question .........................................................................................................5
Interview Questions .......................................................................................................5
Conceptual Framework ..................................................................................................7
Definition of Terms........................................................................................................8
Assumptions, Limitations, and Delimitations ................................................................9
Assumptions ............................................................................................................ 9
Limitations ............................................................................................................ 10
Delimitations ......................................................................................................... 10
Significance of the Study .............................................................................................10
Reduction of Gaps................................................................................................. 11
Implications for Social Change ............................................................................. 12
Review of the Professional and Academic Literature ..................................................12
Diffusion of Innovations Theory .......................................................................... 13
Manufacturing SME in India ................................................................................ 23
Importance of E-Commerce .................................................................................. 24
i
Barriers to Adoption of Internet Technologies by Indian SME Leaders .............. 31
Consumer Inhibitions to E-Commerce ................................................................. 35
E-business Operational Strategies for Indian SME Leaders ................................. 41
Website Attributes ................................................................................................ 46
Transition and Summary ..............................................................................................52
Section 2: The Project ........................................................................................................53
Purpose Statement ........................................................................................................53
Participants ...................................................................................................................56
Research Method .........................................................................................................58
Research Design...........................................................................................................60
Population and Sampling .............................................................................................63
Ethical Research...........................................................................................................67
Data Collection Instruments ........................................................................................69
Data Collection Technique ..........................................................................................72
Data Organization Techniques .....................................................................................76
Data Analysis ...............................................................................................................78
Reliability and Validity ................................................................................................81
Reliability .............................................................................................................. 81
Validity ................................................................................................................. 83
Transition and Summary ..............................................................................................85
Section 3: Application to Professional Practice and Implications for Change ..................86
ii
Introduction ..................................................................................................................86
Presentation of the Findings.........................................................................................87
Theme 1: The Marketplace Model Works well for SME Leaders Before
Launching their Own E-Commerce Platforms ......................................... 88
Theme 2: Finding Well-Trained Staff to Support an E-Commerce Platform
is Difficult ................................................................................................. 91
Theme 3: Excessive Governmental Requirements Hinder the Growth of E-
Commerce ................................................................................................. 93
Theme 4: Product Returns, Infused with Fraudulent Practices, Limit SME
Leaders’ Business Expansion Efforts ....................................................... 94
Applications to Professional Practice ..........................................................................97
Implications for Social Change ..................................................................................100
Recommendations for Action ....................................................................................102
Recommendations for Further Research ....................................................................105
Reflections .................................................................................................................105
Summary and Study Conclusions ..............................................................................106
References ........................................................................................................................108
Appendix A: Interview Protocol ......................................................................................145
Appendix B: Informed Consent Form .............................................................................147
Appendix C: Invitation to Participate in a Study .............................................................150

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