Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Adoption of Electronic Commerce In Indian Msmes

Author(s): Girish Bagale, Bala Krishnamoorthy and Hema Date

The study aims to investigate the factors that influence MSME’s in adopting E-commerce. MSME are considered to be the sector that plays a vital role in many developing countries. Digitalization has brought significant changes in MSME. A study among 300 MSME of pharmaceutical industry in Maharashtra was conducted. The responses helped in identification of the various factors in adoption of E-commerce in pharmaceutical industry. The adoption of E-commerce pharmaceutical industry is still far away in most of the industries in India. Adopters will reach the market easily than the non-adopters who will be left behind in their industry. The pandemic 2020 situation has made most of the pharmaceutical industries to adopt E-commerce especially for their sales promotion. This study provides suggestive implications for successful adoption of E-commerce in pharmaceutical industry.

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