This page presents an excerpt of the research material, providing a comprehensive overview of the study. It includes the Preliminary Pages, Table of Contents, Abstract, Chapters One to Five, and References, making it accessible and informative for students, researchers, and other readers interested in the topic of this study. Acknowledgement is also included, expressing gratitude to the individuals, institutions, and resources that contributed to the successful completion of the research, with materials and information sourced from the online platform sparklyn.com.ng, which provided valuable academic support.
PRELIMINARY PAGES
- Title page
- Approval page
- Dedication
- Acknowledgement
- Table of Contents
- Abstract
CHAPTER ONE
INTRODUCTION
- 1.1 Introduction
- 1.2 Background of Study
- 1.3 Statement of the Problem
- 1.4 Aim and Objective of the Study
- 1.5 Research Questions
- 1.6 Research Hypothesis
- 1.7 Significance of Study
- 1.8 Scope of Study
- 1.9 Limitations of the Study
- 1.10 Operational Definition of Terms
CHAPTER TWO
LITERATURE REVIEW
- 2.1 Introduction
- 2.2 Conceptual Review
- 2.3 Theoretical Framework
- ⋮
- 2.4 Empirical Studies
- 2.5 Research Gaps
- 2.6 Summary of Literature Review
CHAPTER THREE
RESEARCH METHODOLOGY
- 3.1 Introduction
- 3.2 Research Design
- 3.3 Population of Study
- 3.4 Sampling and Sampling Technique
- 3.5 Validation of Research Instrument
- 3.6 Method of Data Collection
- 3.7 Method of Data Analysis
- 3.8 Questionnaire Administration
- 3.9 Ethical Consideration
- 3.10 Statistical Analysis
CHAPTER FOUR
DATA ANALYSIS, RESULT AND DISCUSSION
- 4.1 Introduction
- 4.2 Presentation and Analysis of Data
- 4.3 Re-statement of Research Questions
- 4.4 Test of Hypotheses
- 4.5 Discussion of Findings
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
- 5.1 Introduction
- 5.2 Summary of Findings
- 5.3 Conclusion
- 5.4 Recommendation
- 5.5 Suggestion for Further Study
REFERENCES
APPENDIX A - “QUESTIONNAIRE”
The purpose of this thesis is to find right entry points for Small and mediume–zise en-terprise (SMEs) entering an online market in Kenya. The recent information in Kenyan market shows that number of business are not meeting their objective goals if they stay in their traditional way of doing business despite of competition and as well customers or consumers are into online as a result of internet penetration in this economy. After the introduction of the internet, there is still a shortage of knowledge of e-business market strategies that could enable prospective companies to do business in Kenya. This study seeks to explain B-to-B online business in Kenya and identify access routes which SMEs can explore. Considering the weight of B-to-C as target point for many e-businesses, this study also took an elaborate view on this segment.
The qualitative method of research was used in this study; whereby, online question-naires with questions was sent to existing business in the Kenyan market. In this study, a scientific approach was also used in order to improve validity and credibility of sources of data. Results show that there is increasingly e-business activity in the Kenyan market and companies have had to blend traditional ways of doing business to the mod-ern internet supported approaches. The study aims to bridge an existing knowledge gap by offering possible recommendations for future use by SMEs targeting online business in Kenyan market. Target strategies will be discussed as in a real e-business practice, compared to theoretical part.
1.1 Introduction
In this section, Marketing Strategy for an E-Business is discussed, with relevant and recent citations. As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the aim and objectives of the study. Others are significance of the study, scope of work, research hypothesis and questions, limitation of the study and definition of terms.
This chapter focuses on the review of related literature. A literature review presents current knowledge, as well as theoretical and methodological contributions, related to Marketing Strategy for an E-Business. It documents the state of the art on the subject under study and provides a comprehensive survey of existing literature. In this research work the literature review includes the conceputal review, theoretical framework, the review of related literature …
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