The key success factors in the dynamics of global e-commerce : blueprints for competitive intelligence

This study focuses on the key success factors (KSF) in the dynamics of global electronic commerce (EC). By addressing the issue from customer perspective, the research emphasizes the importance of the customers’ perception of it. As the rivalry on the global marketplace tends to become even fiercer, EC players strive to enhance their competitive advantage, relying heavily on the ability to gather, analyze, and apply all the necessary information, provided by competitive intelligence (CI). Qualitative data comprises significant details of customers’ perspectives through lived experiences and their subjective reflections on the matter. Personal narratives can be perceived as structures of discourse that produce meanings of people’s experiences, since their value lies in the narrators’ interpretations of the past events. Therefore, this study conducts and analyzes a sample of qualitative semi-structured interviews by using narrative analysis. The research demonstrates that in addition to impeccable technological competencies and various commercial advantages, it is extremely important to attract and retain customers by establishing trust and good relationships with them and creating superior online buying experience. These factors contribute to continuous improvement of EC performance and therefore, to EC companies’ commercial success. Consequently, this study outlines practical ways for enhancing EC companies’ competitive advantage in order to survive and succeed in the global marketplace. The main findings of this study offer the most recent customer perspective on the issue and thereby provide blueprints for EC practitioners’ CI and contribute to the existing academic research.The name of the thesis in Finnish: Menestyksen avaintekijät kansainvälisessä verkkokaupassa: Suunnitelma liiketoimintatiedon hallintaa