E-Commerce

212E-Commercewithin the grocery industry in the adoption of e-Commerce, and consequently it enables theestablishment of more effective practices and strategies to promote e-Commerce growth inthe industry.5. E-Commerce Readiness in the Chinese Grocery IndustryFor the purpose of this study, a multiple case study was conducted with six organisationswithin the Chinese grocery industry. Interviews and a review of business documentationand other relevant secondary data were used as the data collection techniques. A semistructured interview protocol was developed based on the various e-Commerce readinessfactors shown in Figure 1. Each interview lasted around one hour and was recorded forlater analysis. At the end of each interview, the information obtained was checked againstthe prepared questions to ensure that all questions had been answered. Interviews weretape-recorded and later transcribed into written-up field notes. A qualitative data analysistechnique was used to identify and categorise themes/concepts of interest through closeexamination of data in the written-up field notes. Cross case analyses were also conductedto compare the findings from different interviews. Through the cross case comparison,various emerging concepts were then refined (Neuman 2006). Table 3 summarises theprofile of the participating organisations in this study.Compan Type Full-time Interviewee OwnershipyemployeesA Manufacturer 350 Regional Local with foreignManager ownershipB Broker 25 ChiefLocalExecutiveOfficerC Retailer 80 Marketing Local with foreignManager ownershipD Retailer 500+ General LocalManagerE Retailer 65 General LocalManagerF Distributor 15 General Multi-national ChainManagerTable 3. Participant ProfilesCompany A is a major manufacturer of instant noodles in China. Employing around 350full-time employees, it is a typical well-established traditional grocery manufacturer inChina. Despite its mixed ownership, Company A’s operation largely remains unchanged,with the limited addition of stand-alone computers and the Internet used at managementlevel. With virtually no dedicated IT investment, business is carried out throughconventional means, including face-to-face interactions and telephone conversations. Theinterviewee (Regional Manager) demonstrated little understanding of e-Commerce and wasnot enthusiastic about the prospects of future adoption within the organisation, since thetraditional way had been working well.