publication . Article . 2016

E-Commerce as an instrument of governing SMEs’ marketing strategy in an emerging economy

Lawrence Mpele Lekhanya;
Open Access English
  • Published: 01 Nov 2016 Journal: Risk Governance & Control: Financial Markets & Institutions (issn: 2077-429X, eissn: 2077-4303, Copyright policy)
  • Publisher: Publishing house "Virtus Interpress"
Abstract
The purpose of this paper is to report on the use of e-commerce an instrument of governing SMEs’ marketing strategy in an emerging economy. The study aimed to assess and critically discuss various factors influencing the use of e-commerce as an instrument of governing SMEs marketing strategy and identify the extent to which SMEs owners/managers perceived e-commerce to be important to their businesses survival and growth. A mixed method approach allowed for qualitative and quantitative techniques in collecting data from targeted respondents, with primary collected from rural areas of an emerging country. The research instrument consisted of closed-ended questionn...
Subjects
free text keywords: Consumer Buying, Small and Medium Enterprises, E-Commerce, Behavioural Change, Rural, Products, Finance, HG1-9999
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