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E-Commerce Strategies Small And Medium Enterprises Use To Market Products In Ghana, Joseph Kwaku Amaglo
E-Commerce Strategies Small And Medium Enterprises Use To Market Products In Ghana, Joseph Kwaku Amaglo
Walden Dissertations and Doctoral Studies
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 …