Doctor of Business Administration (DBA): Chapter 7 (Ethnography), and another Journal Review

Slightly less productive day concerning the DBA project, but I was able to read through one chapter on ethnography research, did another journal review (Competitiveness of retailers in the context of digitalization: a literature review). I was also able to squeeze in brainstorming some more key phrases for my thesis. I will need to narrow it down further, as some of the phrases I am using are too broad and slightly is off-topic on what I am researching. Hopefully, by narrowing it down into more of a smaller niche, I will be able to move forward better with the planning of the overall thesis. I am at the moment not very happy with how much I would need to read, as it is too broad and a couple of the journals that I have read, were a bit off-topic. This will not give me a good foundation for the early part of the thesis if I start waffling on areas that have not much relevance to the central core of my thesis.

DBA: Chapter 7 (Ethnography)

Today this chapter covered Ethnography, which is a form of qualitative research usually combining interviewing and observation. It involves becoming a member of a setting, and this may mean learning the ‘language’ used in the setting.

This also means that the researcher will produce field notes to record accurately and systematically what happens.

There are various observations are:

  • Non-participant observation
  • Participant observation
  • Overt non-participant observation
  • Covert non-participant observation

Journal Review: Competitiveness of retailers in the context of digitalization: a literature review

The latest DBA journal review for my doctoral thesis was on the ‘Competitiveness of retailers in the context of digitalization: a literature review’.

The gist of the article is as follows:

  • Retailers need to be competitive, as it is an important element of being successful in an economy.
  • Competitive advantages used to be the location of the shop, prices, quality of products and services, the variety of services and products etc.
  • Digitalization and globalization has provided the tools to manage the competitiveness of retailers.
  • As new technologies emerge, traditional approaches and methods are changing retailers, particularly when it comes to digitalization.
  • Retailers have to adapt to the new digital reality, if they want to stay sustain competitiveness.

Some areas to look at when it comes to digitalization in retail:

  • Consumer behavior in the context of digitalization.
  • Opportunities for consumer value creation through digital technology.
  • Mobile technology enables to influence consumer decisions instead of waiting solely for the outcomes.
  • Shoppers tend to go to a physical store, seek out the in-depth product information before they decide to purchase via online.
  • The financial benefits on digitalization for retailers is mixed.
  • Problems of supply chain transformation in light of the way modern technology transforms processes.
  • Retailers need to adopt smart technology which lays the foundation for developing the competitiveness in the context of digitalization.
  • Another thing to keep in mind in light of the digital context is digital rights.

Further areas that can be focused on in the digital era for retailers are the ‘competitiveness of retailers’, ‘consumer behaviour’, ‘omnichannel sales’, ‘supply chain management’, ‘smart retailing’.

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