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

摘要

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.