A projectives perspective of international “e”‐services

Abstract

Given the growth of services and their importance in the economy, e‐business and the Internet have the potential to increase the competitiveness and growth of small firms. However, the general pattern is that the smaller the enterprise, the less likely they are to be prepared to adapt their business processes to accommodate this “new” technology. To illustrate the inherent issues this qualitative research utilised various projective techniques: construction, completion, and associative “tests” that have challenged the pseudo‐scientific age of business as a great human “subjective” exercise. A methodology that in the less traditional academic sense is “unusual, intriguing, fun and engaging” is innovatively employed in this small tradable service firm study to facilitate self‐expression among the respondents about particular e‐business scenarios in a less structured, indirect and more imaginative way. Consequently, the depth of the analysis and interpretation generated from the study has provided the researcher with a rich source of new leads and ideas about potential e‐business inhibitors and facilitators among SMEs not previously considered.

Citation

Ramsey, E., Ibbotson, P., Bell, J. and Gray, B. (2004), "A projectives perspective of international “e”‐services", Qualitative Market Research, Vol. 7 No. 1, pp. 34-47. https://doi.org/10.1108/13522750410512868