Qualitative analysis assesses e-commerce strategies of manufacturers, indicating developmental challenges and opportunities.
Key Points
This research aims to evaluate e-commerce adoption among automobile manufacturers and examine the convergence of digital strategies between traditional and new manufacturers.
Qualitative methodology using a case study approach
Comparison of digital sales platforms from two major manufacturers
Cross-sectional web content analysis conducted at a single point in time
E-commerce presence is significant but in a developmental stage
Traditional manufacturers struggle more with digital sales due to dependence on dealerships
Emerging manufacturers offer fewer digital services but in a more integrated fashion