Small and medium enterprise (SME) business owners face challenges in adopting e-commerce strategies to market products. By utilizing e-commerce technology and tools, SME business owners could reach more customers and improve their business performance. Grounded in the technology acceptance model, the purpose of this qualitative multiple case study was to explore the strategies some SME business owners in the furniture industry used to adopt e-commerce to market products in Ghana. The participants comprised 5 SME business owners from 5 different furniture firms in Ghana who adopted e-commerce strategies to market products. Sources of data included semi-structured interviews, interview notes, and company documents: annual financial reports, minutes of meetings, newsletters, and company diaries. From the thematic analysis, 4 themes emerged: use of social media, hosting of website, mode of payment, and efficient infrastructure. A key recommendation is that SME business owners to adopt social media and host websites to market products for improved customer satisfaction and business performance. The implications for positive social change include the potential for SME business owners in furniture firms to create job opportunities, provide social amenities and welfare, and promote the regional communities' economic development.
|Advisor:||Uche, Greg N.|
|Commitee:||Vadell, Jamiel, Dooley, Gwendolyn C., Davis, Susan E., East, Julia I., Land, Denise L., Hackett, Denise L., Campbell, Doug G., Savard, Jim F., Critchlow, Kim A., Endres, Al C.|
|Department:||Information Systems and Technology|
|School Location:||United States -- Minnesota|
|Source:||DAI-A 82/6(E), Dissertation Abstracts International|
|Subjects:||Business administration, Information Technology, Web Studies, Business education, African Studies|
|Keywords:||E-commerce strategy, Furniture business, SME business, Social media, TAM, Ghana, Small- and medium-sized enterprises , Welfare , Economic development|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be