Business use of branding strategies for e-commerce benefits

This book 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.