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An investigation from the perspective of employees as to whether Penney’s should introduce the concept of online selling or not

Manly, Shauna (2021) An investigation from the perspective of employees as to whether Penney’s should introduce the concept of online selling or not. Masters thesis, Dublin, National College of Ireland.

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Abstract

Purpose – The rise of e-commerce across the globe is among the key new trends that are influencing the retail sector, consumers, and the economy over the past few years. Existing literature focuses on the implementation of e-commerce technologies in a broader sense across industry segments, while there is limited research available that focus on the adoption of e-commerce innovations for a specific company within a particular industry. This paper has been conducted with the intention and aim to fulfil such literature gaps and to investigate from the perspective of employees whether Penney’s should introduce the concept of online selling to their operations or not.

Methodology – The research method performed for the collection of data was qualitative research through the use of both semi-structured interviews and e-mails. An inductive approach was used in order to gain new insights and different perspectives from the employee’s point of view, this allowed any conclusions that were drawn from the dataset to be achieved through the collection and analysis of data retrieved.

Findings – This paper found six emerging themes that have an influence on the perspective of Penney’s employee’s as to whether the company should introduce online shopping. These included: The perceived advantages of introducing e-commerce, impulse buying, the instore experience, click and collect, competition, and the effects of Covid-19 on shopping.

Research limitations – Due to the limited number of employee’s that partook in this study, the results cannot be taken as representative to that of the perception of all Penney’s employees. While also due to the use of convenient sampling, the sample may be considered to be limited on the bases of geographical demographics.

Outcomes – The study has found that whilst the benefits of e-commerce can be advantageous for some companies, it is not always the most appropriate method of conducting business operations for all. As a result of this study's findings, it is reasonable to draw the conclusion that employees at Penney’s believe that the company should not introduce e-commerce as a method of online selling.

Item Type: Thesis (Masters)
Uncontrolled Keywords: E-Commerce; Penney’s; Retail; Covid-19; Click and Collect; Impulse buying
Subjects: H Social Sciences > HF Commerce > Electronic Commerce
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Multinational Industries
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Online Shopping
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Online Shopping

H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Clara Chan
Date Deposited: 04 Mar 2022 12:38
Last Modified: 04 Mar 2022 12:38
URI: https://norma.ncirl.ie/id/eprint/5525

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