Date of Conferral

2022

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Mohamad S. Hammoud

Abstract

AbstractA lack of e-commerce adoption strategies can negatively affect the sustainability of traditional small retail businesses. Business leaders of traditional small retail businesses who fail to implement e-commerce strategies can experience a loss of market share to e-commerce small retail companies. Grounded in the technology-organization-environment framework, the purpose of this qualitative multiple case study was to explore strategies traditional small retail business leaders use to adopt e-commerce to foster the sustainability of their business successfully. Participants were five business leaders from small and medium enterprises in Atlanta, Georgia, in the United States, who successfully adopted e-commerce strategies into their traditional business structure. Data were collected from semistructured interviews and a review of company documents. Through thematic data analysis, three themes were identified: (a) strategies to adopt e-commerce, (b) challenges small business leaders face when implementing these strategies, and (c) resolutions found to maintain the sustainability of their business. A key recommendation for business leaders is to understand online consumerism comprehensively and the technology needed to operate their business using an online platform. The implications for positive social change include the potential to create new web-based employment opportunities for the youth in the local community.

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