Business to customer (B2C) e-commerce implementation process: a case study experience in fashion and apparel business in Malaysia.

Despite various studies conducted on the implementation of business-to-customer (B2C) e-commerce, prior studies presumed that the B2C e-commerce implementation as a u0027plug and playu0027 exercise rather than a process-based. This paper presents a framework for the implementation process of B2C e-commerce in a fashion and apparel business. Based on qualitative research approach using a case study and summary of experience, a framework for the implementation process of B2C e-commerce is proposed. The model describes the characteristics of 14 implementation factors that occurred during Lewinu0027s and Kotteru0027s phases of implementation. Although the modelu0027s generalisability is limited, it offers a guideline for the existing and future senior managers of B2C e-commerce in fashion and apparel business. This model helps managers to identify the highlights in each phase of the B2C e-commerce implementation process.