Influence of E-commerce on Organisational Performance in Retail Industry: A Case Study of Amazon

CW1: Research proposal
The influence of E-commerce on organisational
performance in the retail industry
Case study (Amazon)

Table of Contents
Introduction......................................................................................................................................3
Background to research topic...........................................................................................................3
Background to Research Organization............................................................................................3
Research Rationale ..........................................................................................................................4
Research Aim...................................................................................................................................4
Research Questions ........................................................................................................................4
Research Objectives.........................................................................................................................4
Research Methodology ............................................................................................................5
Research Approach..........................................................................................................................5
Research Design ..............................................................................................................................5
Research Methods............................................................................................................................5
Participants.......................................................................................................................................6
Validity and reliability.....................................................................................................................6
Data collection and analysis.............................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................7

Introduction
E-commerce is a basic concept that is related to the sales and purchase of goods and
services by use of computer networks that includes the Internet. Concerning
communication technology, it offers information, payment services and products by
application of telephones networks, electronic means and computer networks. The
emergence of electronic commerce has dramatically affected the effectiveness of the
organisation and they are getting a competitive advantage by the use of electronic
commerce applications. This research proposal includes the rationale, aim, objectives,
research questions and methodological aspects of the research along with a time plan.
Background to research topic
The introduction of e-commerce and its digital concepts have transformed the whole
meaning of retail. It is gradually helping the retail industry to enhance its performance
efficiently. This can be defined as a strategic move for all the companies in the specific
retail sector (Naidoo and Gasparatos, 2018). E-commerce by way of digitalization is
constantly helping in increasing the capabilities that will ultimately help in growing the
sales of the company (Jena, 2018). The organization performance is highly dependent
on what platform the business operations are being performed. Therefore, a perfect
combination of online and offline helps retail companies to attain strong growth.
Background to Research Organization
Amazon is an American multinational technology brand that is focussing on e-
commerce, digital streaming, artificial intelligence and cloud computing. It is one of the
big five brands along with Microsoft, apple, google and Facebook, it is also regarded as
the most influential cultural and economic forces of the world. It was started in July in
the year 1994 (Acker, 2017.). it started as an online Book market place but it has further
expanded its operations and functions towards various other product categories that
include software, electronics, apparel, food, toys, jewellery, furniture (Nurhadi and
Purnomo, 2018). In the year 2015, amazon surpassed Walmart being the most
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successful retailer across the United States by market capitalisation (Sadq, Sabir and
Saeed, 2018).
Research Rationale
Present research work is going to help in understanding the way e-commerce
possesses an influence on the overall organisation performance of the retail industry. It
is also helpful in the professional context as it will form the basis for future research
work in the segment of understanding the influence of e-commerce on the retail
industry. From the personal context, it will assist in the process of learning and the
development of new skill sets. The main reason for conducting this research work is to
analyse the influence of e-commerce on organisational performance in the retail
industry.
Research Aim
To analyse the influence of e-commerce on organisational performance in the
retail industry
Research Questions
1. What do you understand by the basic concept of e-commerce in retail sector
organisations?
2. What is the overall impact of e-commerce on organisational performance?
3. What are some of the challenges that are associated with using e-commerce
technology?
4. What are the suitable strategies to deal with the issues associated with using e-
commerce technology?
Research Objectives
1. To analyse the basic concept of e-commerce in retail sector organisations.
2. To evaluate the impact of e-commerce on the organisational performance.
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