Dissertation

LR/ 2019-20/
Trimester –6 Credits – 9

RESEARCH PROPOSAL- CREDITS 1

Name of Candidate and P.G. No.-Nancy Gupta, PG20181414

Name of Faculty Dissertation Mentor- Dr. Prabhash Chandra

Proposed Research Area (Marketing/ Finance/ OB HR/ Operations/ Economics/ Public Policy/
General Management/ Others (please specify)- General Management

Proposed Research Topic- Essentials in the digital strategy. A comparison of digital strategies in
B2B and B2C organizations.

Suggested Topic
{Digital Strategy in the Indian Context: A comparative Analysis of digital strategies in B2B and
B2C organizations }

Proposed Research Problem (Statement in 50 words)- It is known that the rise of the internet
has made an indelible impression on the society and commerce. It has changed how consumer
purchase goods, use services and search information.Therefore to see how the internet paved
the way for new forms of business for both B2C and B2B.
{Try to write in the sense of comparative questions, enquiry}

Introduction- Context and Relevance of the Study (100 words)-The digitalization of business
activities that focus on value creation for the consumer, either for B2C or B2B is the scope of
this thesis. This includes both digital marketing and e-commerce. In research, both terms have
different meanings. Some research uses them as synonyms, others separate them. In this
thesis, these two definitions will be used: digital marketing is the promoting of products and
services online and building “long –term and sustainable customer relationships that add value
for the customer and the company”. Digital marketing includes online advertising, direct
marketing, email marketing and mobile marketing. E-commerce on the other hand is used
when a company offers a platform to sell their products or services online. Actual transactions
take place by buying and selling online. This thesis focuses on digital marketing and e-
commerce because they profoundly changed the way companies operate.
(Write in form of answers to research questions}

Proposed Research Questions (Please Number)-

The dissertation will look to explore the following objectives:
1. What does a digital strategy contain
2. Development of digital marketing and e-commerce strategies
3. Different Models for developing a digital business strategies
4. Differences in B2B and B2C

Literature Review (Give references in APA format as bullet points)1-

(Write in APA Style- This is APA style

“”””Digital is a very broad term. Overall, a digital strategy focuses on a company’s electronic
business or ebusiness. The Department of Trade and Industry (2000) defines e-business as an
entity that includes all business activities that apply information and communication
technologies to facilitate a company’s operations and create cost-efficiencies. Using ICT will
grow businesses, enhance the competiveness and increase the customer value (Wright, 2002;
Chaffey, 2007, p.13)””.

Across all business sectors, survey respondents recognize the need to measure and track the
performance of their digital strategies. The majority report that they track revenue
(61 percent), followed by the second most popular key performance indicator (KPI), digital
traffic (40 percent). It’s interesting to note that digital measures varied slightly based on digital
revenue. Organizations with less digital revenue tended to track fewer KPIs than organizations
that earn a higher share of revenue from digital.In the same way that organizations operating in
both B2B and B2C markets were most likely to report more than 90 percent of revenue coming
from digital, companies servicing both B2B and B2C markets reported having more digital KPIs
in place than their peers.
In May 2015,AccentureInteractivecommissionedForrester Consulting to evaluate digital
transformation among enterprises. The study, “Digital Transformation In TheAge Of The
Customer,” explored the hypotheses that firms are confused about what constitutes digital
transformation (and who should drive it) and that many firms don’t have the required skills to
transform into digitally mature organizations.The research, conducted by Econsultancy in
partnership with Adobe, demonstrates the priorities and progress being made in B2B marketing
as digital experiences in the consumer world continue to bleed into B2B journeys. The results
show a sector that, though marred by the familiar ‘B2B lags behind B2C’ adage, is showing
maturity in terms of prioritization of digital strategy. A lack of capabilities in key areas holds
back progress, but there’s increasing evidence that customer experience and digital
transformation have taken on a more prominent role.

References-“

(Write in APA Style

“”Chaffey, D., Smith, P. R., & Smith, P. R. (2012). eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge””””)

1.file:///C:/Users/dell/Desktop/dissertation%20source.pdf
2.https://www.accenture.com/_acnmedia/accenture/conversion-
assets/dotcom/documents/global/pdf/digital_2/accenture-digital-transformation-b2c-
spotlight.pdf
3.https://offers.adobe.com/content/dam/offer-
manager/en/na/marketing/Marketing%20Cloud%20PDFs/Adobe-2017-B2B-Digital-
Trends_US.pdf
4.https://lib.ugent.be/fulltxt/RUG01/002/215/317/RUG01002215317_2015_0001_AC.pdf
5.https://www.digitalvidya.com/blog/b2b-digital-marketing/

Proposed Research Design/ Methodology2-

Data Sources:The study will be based on Qualitative research- few companies will be examined
on their digital approach and will choose the companies based on some criteria.

2 This should include hypothesis, expected results, kind of data to be collected, data collection
sites and identification as well as justification of methodology.
Proposed Timeline (For full report)3-
As per the timeline of module leader.

Proposal Accepted/ Accepted with changes/ Rejected by Committee

?...

Signatures of the Module Leaders and Mentor

Mentor (Prabhash Chandra) Bidisha Banerji Sanyukta Jolly

3Should include dates ofresearch design completion, data collection, analysis and dissertation
writing.