Value chain transparency, such as publishing member biographies and profit distri-
bution, can be a powerful tool in increasing consumer trust and consumer loyalty.
This thesis provides a methodology for integrating value chain transparency into E-
commerce site design and makes preliminary findings of the positive influence this
strategy has on consumer buying behavior. The design and implementation of inte-
grating value chain information within an E-commerce site is demonstrated through
the development of theargantree.com. The Argan Tree is a cooperative of 18 women
based in southwestern Morocco who produce argan oil. theargantree.com connects
these producers to consumers in the U.S. to sell this oil for its culinary and cosmetic
benefits. The implications of this study can transform the cooperative landscape,
which is often marked by low wages, a lack of accountability, and difficulty compet-
ing in high-end markets. By equipping these organizations with the Internet-based
strategies proposed, cooperatives can overcome these challenges and serve as organi-
zations capable of real poverty-alleviation. While the direct application of this thesis
is aimed at producer cooperatives of under-privileged populations, the underlying
theories and findings can support any retail organization.
Value chain transparency, such as publishing member biographies and profit distri-
bution, can be a powerful tool in increasing consumer trust and consumer loyalty.
This thesis provides a methodology for integrating value chain transparency into E-
commerce site design and makes preliminary findings of the positive influence this
strategy has on consumer buying behavior. The design and implementation of inte-
grating value chain information within an E-commerce site is demonstrated through
the development of theargantree.com. The Argan Tree is a cooperative of 18 women
based in southwestern Morocco who produce argan oil. theargantree.com connects
these producers to consumers in the U.S. to sell this oil for its culinary and cosmetic
benefits. The implications of this study can transform the cooperative landscape,
which is often marked by low wages, a lack of accountability, and difficulty compet-
ing in high-end markets. By equipping these organizations with the Internet-based
strategies proposed, cooperatives can overcome these challenges and serve as organi-
zations capable of real poverty-alleviation. While the direct application of this thesis
is aimed at producer cooperatives of under-privileged populations, the underlying
theories and findings can support any retail organization.
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