Exploring the drivers, scope and perceived success of e‐commerce strategies in the UK retail sector

Purpose – The purpose of this study is to explore empirically the relationship between the scope of the e‐commerce strategies currently being deployed by the largest and most influential UK‐based retailers, the drivers for their adoption, and perhaps most importantly the degree to which they are perceived to be successful.Design/methodology/approach – The objectives of this research were addressed by using a quantitative research strategy, based on a postal questionnaire survey of the UK's largest retailers. The research strategy produced a wealth of primary data, which were thoroughly analysed using a variety of multivariate, statistical techniques.Findings – The study's findings suggest that the scope of the retailers' e‐commerce strategies is strongly associated with the strength of management support behind the strategy and its perceived strategic fit. By contrast, the perceived success of their strategies is most strongly associated with the degree to which the retailer has deployed a portfolio of ap...

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