Maryem MAHMOUDI master thesis

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  • YAAR UNIVERSITY

    INSTITUTE OF SOCIAL SCIENCES

    DEPARTMENT OF BUSINESS ADMINISTRATION

    MASTER THESIS

    Customer orientation, Cross cultural communication,

    Market demand & Social media: An e-business case from

    British fashion industry

    Maryem MAHMOUDI

    Supervisor

    Assist.Prof.Dr Ayda Sabuncuoglu

    Izmir,2016

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    ACKNOWLEDGMENTS

    I would like to start by thanking my supervisor Assist.Prof.Dr

    Ayda Sabuncuoglu for all her assistance and efforts in the times

    when things were not going well. Without her wisdom this thesis

    would have not been completed.

    Secondly I would like to thank Dr Cagri Bulut for his guidance and

    humble gestures through the process.

    Finally I would like to thank my family; especially my mother for her

    strong support and belief in me, eventually my friends for their

    patience and understanding during the critical times.

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    ABSTRACT

    Master Thesis

    Customer orientation, Cross cultural communication, Market

    demand & Social media: An e-business case from British fashion

    industry

    Maryem MAHMOUDI

    YAAR UNIVERSITY

    INSTITUTE OF SOCIAL SCIENCES

    DEPARTMENT OF BUSINESS ADMINISTRATION

    MASTER THESIS

    The fashion industry, being very dynamic in its nature is combined with the fourth

    industrial revolution under the globalization effect. That makes it very hard for

    companies interferring on the field; they end up failing in computing their

    structure to an e-business concept. The aim of this thesis is to design an e-

    business model for the fashion companies, to use internally to achieve success.

    In order to find out the impacting major factors, a qualitative research with a case

    study has been conducted. Semi-structured interviews, the companys website

    analysis and a triangulation of data helped on shaping the method.

    The findings revealed that there is a strong connection between four impacting

    factors on the success of an e-business which are; market demand, cross cultural

    communication, customer orientation and social media tools.

    Keywords: Fashion industry, Industry 4.0, E-commerce, Social Media

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    ZET

    YKSEK LSANS TEZ

    Mteri odakllk, Kltrleraras iletiim, Pazar talepleri

    ve Sosyal Medya: Inglatere moda endstrisi bir e-ticaret

    vaka analizi

    Maryem MAHMOUDI

    YAAR NVERSTES SOSYAL BLMLER ENSTTS

    LETME YNETM

    Moda endstrisi, kresellemenin etkisi altnda gerekleen drdnc dnem

    endstriyel devrimi sebebiyle dinamik bir yapya sahiptir. Bu durum, sektrdeki

    mdahil irketler asndan zorluklara neden olmakta ve elektronik ticaret

    anlayna uyum salayacak yapsal dzenlemelerde baarsz olmalarna yol

    amaktadr. Bu tez almasnn amac moda sektrnde faaliyet gsteren

    iletmeler iin bir elektronik ticaret i modelini ortaya koymaktr. Tez aratrmas

    kapsamnda temel etki faktrlerini bulmak iin nitel aratrma ve rnek olay

    incelemesi yntemleri kullanlmtr. Yar-yaplandrlm grme

    gerekletirilmesi, irketin web sayfasnn analiz edilmesi ve verinin

    eitlendirilmesi, yntemin oluturulmasnda faydal olmutur. Bulgular

    incelendiinde, elektronik ticaret alannda baarya etki eden pazardaki talep,

    kltrleraras iletiim, mteri ynelimi ve sosyal medya aralar olmak zere drt

    etki faktr arasnda gl bir balant olduu grlmektedir.

    Anahtar Kelimeler: Moda endstrisi, Endstri 4.0, E-ticaret, Sosyal Medya

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    Table of contents

    FORM OF OATH ................................................................................................. i ACKNOWLEDGMENTS ..................................................................................... ii

    ABSTRACT .......................................................................................................... iii

    ZET .................................................................................................................... iv

    TABLE OF CONTENTS ...................................................................................... v

    LIST OF FIGURES/TABLES ............................................................................ vii

    CHAPTER ONE

    1-INTRODUCTION .............................................................................................. 1

    2-FASHION INDUSTRY & INDUSTRY 4.0 ...................................................... 4

    2.1 Fashion industry as a creative industry .......................................................... 4

    2.1.1 Fashion notion through eras ................................................................... 5

    2.1.2 Pioneers in the fashion industry ............................................................. 6

    2.1.3 Fast fashion concept ............................................................................... 7

    2.2 Industry 4.0 & Digital age ............................................................................. 9

    2.2.1 The e-commerce effect ......................................................................... 11

    2.2.2 Internet growth and social media ......................................................... 12

    2.3 E-business concept ...................................................................................... 15

    2.3.1 B2B e-commerce .................................................................................. 15

    2.3.2 B2C e-commerce .................................................................................. 17

    3-TRANSACTIONS IN INDUSTRY 4.0 & FASHION INDUSTRY ............. 18

    3.1 Transaction cost theory ................................................................................ 18

    3.2 Transactions as opportunities in Fashion industry ...................................... 20

    4-E-BUSINESS MODEL FOR FASHION INDUSTRY .................................. 22

    4.1 Market demand ............................................................................................ 22

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    4.2 Communication from a cultural perspective .............................................. 24

    4.3 Customer orientation ................................................................................... 27

    4.3.1 Product role in the consumers perception ........................................... 28

    4.3.2 Consumer motives for e-shopping ........................................................ 29

    CHAPTER TWO

    5-METHODOLOGY ........................................................................................... 32

    5.1 Method ......................................................................................................... 32

    5.2 DRESSIPI case ............................................................................................ 37

    5.3 Research findings ........................................................................................ 50

    5.4 Evaluation of the results .............................................................................. 52

    CHAPTER THREE

    6-DISCUSSION & CONCLUSION ................................................................... 56

    7-LIMITATIONS & RECOMMENDATIONS ................................................ 57

    REFERENCES ........................................................................................................

    ANNEXES ................................................................................................................

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    LIST OF FIGURES/TABLES

    Figure 1: Overview of the perceptual process of the customer

    Figure 2: The relational impact on e-businesses

    Figure 3: Business structure - Dressipis connections

    Figure 4: Dressipis management of the four factors

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    1-INTRODUCTION

    Globalization has made the world flat, as the famous Thomas Friedman

    ref