Thesis Abstract

Abstract
This thesis investigates the impact of e-commerce on traditional retail businesses, focusing on a case study approach to gain a comprehensive understanding of the dynamics at play in the retail industry. The proliferation of e-commerce platforms has revolutionized the way consumers shop, posing significant challenges to traditional brick-and-mortar retailers. The study aims to explore the implications of this shift on traditional retail businesses, identify key challenges faced by these businesses, and propose strategies to adapt and thrive in the digital age. The introduction provides a background to the study, highlighting the growing importance of e-commerce in the retail sector and the need for traditional retailers to innovate and embrace digital technologies to remain competitive. The problem statement underscores the urgency of understanding the impact of e-commerce on traditional retail businesses to inform strategic decision-making and ensure long-term sustainability. The objectives of the study are to analyze the current landscape of e-commerce and traditional retail businesses, identify the key challenges faced by traditional retailers in the digital era, and explore successful strategies for integrating e-commerce into traditional retail models. The study also considers the limitations of the research, such as potential biases in the case study approach and the generalizability of findings. The scope of the study encompasses a detailed examination of the impact of e-commerce on traditional retail businesses, focusing on a selected case study to provide in-depth insights into the challenges and opportunities faced by retailers. The significance of the study lies in its potential to inform retail industry stakeholders, policymakers, and academics about the evolving nature of retail in the digital age and the strategies needed to navigate this transformation. The literature review explores ten key themes related to e-commerce and traditional retail businesses, including consumer behavior in the digital age, the role of technology in retail operations, and the impact of e-commerce on traditional retail business models. Drawing on a range of scholarly sources, the review provides a comprehensive overview of the current state of research in the field. The research methodology outlines the approach taken to investigate the impact of e-commerce on traditional retail businesses, including data collection methods, case study selection criteria, and analysis techniques. The chapter discusses the rationale behind the chosen methodology and justifies its suitability for addressing the research objectives. The findings chapter presents a detailed analysis of the case study, highlighting the challenges faced by the traditional retail business in adapting to the digital landscape and the strategies implemented to overcome these challenges. The chapter also discusses the implications of the findings for traditional retailers and offers recommendations for future research. In conclusion, this thesis contributes to the existing literature on e-commerce and traditional retail businesses by offering a nuanced understanding of the impact of digitalization on the retail sector. By examining a real-world case study, the study provides practical insights and recommendations for traditional retailers looking to thrive in an increasingly digital marketplace.

Thesis Overview