Business use of branding strategies for e-commerce benefits

Abstract

This thesis identifies and examines evidence of e-commerce in three large businesses (Woolworths, Momentum and Santam) focusing on their Internet branding strategies, the impact of management actions and how those actions contribute to e-commerce success. Case study was used to assemble evidence from the three companies. The data received from respondents were transcribed, codified into thirteen key words. These were analysed using Cohen Kappa method of content analysis. The findings show different impact of management actions and prioritisation of management functions are evident at different stages of the adoption process. In addition, the application of management function differs at different stages suggesting expected changes in management competency as the adoption process matures. This thesis argues that as we move to a more interactive mode of working with customers and competitors using Internet technology, the role of marketing is critical; within marketing, brand management is seen as a particularly important activity. The work reported is based on the evidence that brand management is indeed important, and a maturity model is presented to guide brand management activities at different stages of e-commerce adoption. Internet-related partnering opportunities with large firms remain a concern for smaller firms. It reveals that although much Internet research has taken a technical viewpoint, some experts have begun to make connections between Internet success and brand management. This thesis shows that there are opportunities for businesses doing e-commerce but, sufficient attention should be given to the implementation of branding and brand management strategies that recognise the changes and challenges of e-commerce adoption. It also shows that the patterns of management activities and actions that will ensure success are much clearer, as well as the partnering opportunities with small businesses.