Original Research
Analysing the impact of COVID-19 on the digital strategies of South African retailers
Submitted: 21 February 2023 | Published: 23 November 2023
About the author(s)
Faith Shenjere, School of Accounting Sciences, Faculty of Economics and Management Sciences, North-West University, Potchefstroom, South AfricaSusanna L. Middelberg, School of Accounting Sciences, Management Cybernetics Research Entity, Faculty of Economic and Management Sciences, North-West University, Potchefstroom, South Africa
Abstract
Orientation: COVID-19 pandemic led to a surge in e-commerce with retailers having to embrace digital technologies and develop, implement and/or update digital strategies.
Research purpose: This study aims to analyse the impact of the COVID-19 pandemic on the digital strategies of four JSE-listed retailers.
Motivation for the study: The e-commerce industry in South Africa is still developing, and retailers need guidance on how to plan better for and manage new customer behaviour introduced by the pandemic.
Research design/approach and method: A multiple case study approach was followed to collect qualitative data from the integrated reports of four JSE-listed retailers for the financial year-ends of 2017 until 2021. A newly developed digital strategy hexagon framework was used as the measuring instrument.
Main findings: The findings indicate that the retailers with a pre-COVID digital strategy were better positioned to address challenges associated with the pandemic and also displayed the six components of the digital strategy hexagon framework in their integrated reports.
Practical/managerial implications: E-commerce businesses could use the framework to design a digital strategy and/or build on their existing digital strategy.
Contribution/value add: A novel digital strategy hexagon framework was designed, which could be used by businesses to build or improve their digital strategy.
Keywords
JEL Codes
Sustainable Development Goal
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