Findings
The data collected using questionnaires stipulated a 99% confidence in the involvement of the participant on online purchasing of clothes and apparels in China. A remarkable outcome indicates that all the interviewees browsed these products online (n=200). In fact, it has been proven that such online browsing on apparels and clothes happen more often during the month.
Responses indicated that more than 50% of the respondents had browsed the internet in search of clothes for at least two times. Only a percentage of lower than 30% had browsed one or less times. In addition, the research found that the frequency of browsing was associated to free-time. Eighty percent of the participant supported the attribute that browsing took place while relaxing at home.
Although lower percentages were recorded when handling other activities such as taking meals and working, the most imperative and outstanding record was during relaxation. It was during such times as while sleeping and after meals which recorded the next count of above 25% each. The correlation between the browsing and purchasing of the Chinese clothes and apparels is somewhat independent.
The purchase of clothes on monthly periods was analyzed as follows.
Figure 1: Proportions of purchasing women’s apparels online in China
The marketing and access of the clothes and apparel is affected by such sites as Weibo, which is a blogging service connecting to Facebook and Twitter. This micro-blogging is followed by companies and sites specializing in fashion delivery by Mogujie. These were the most prevalent sites handling the delivery and marketing of the subject items taking over 30% preference.
The deviation of using apps from mobile devices was low. The respondent maintained mixed interests and equal preference for using computers of mobile apps. In this regard, the record shows that there was about 20% preference and application of mobile devices and their components in browsing or purchasing these products.
Among the issues appearing to cause variations in the purchase of clothing and apparel by online platforms included the price, discount, sales volume, size, styles and designs, user recommendations, product authenticity, changes on the actual order on delivery, delivery tactics, and maintenance of reputation, customer services, policies and requirements of the online stores (Dye 2000).
The respondents (n=200) show that the sales’ volumes are the most relevant aspects attracting attention from Chinese clients (π=10.17, σ= 1.11).
Table 1: The mean and standard deviation on concerns of purchasing women’s clothing and apparels in China
However, the data shows that there are sufficient grounds showing that all the other aspects affect the way customers make choices and preferences. For instance, it is significantly apparent that the ambiance of online store can raise as much concerns as the sales volume since the value upon deviations sums to 11.32 (π=9.71, σ= 1.61). The significance of the remaining concerns can be argued or determined from the table above.
The purchase of women’s clothing and apparels is triggered by such factors as prices, conveniences of delivery and order, time management and freedom, personalized and accessible products, recommendations and fashion updates, direct purchase from abroad and impacts from advertisements (Indelicato 2013).
The data collected from these fundamental motives assesses whether some factors are more reliable than others on facilitating online purchase of apparels and clothes. The predominant impact is attributes to recommendation from family, friends, and colleagues among others at a personal level. This impact was signified by a mean of 5.97 and a standard deviation of 1.33.
Table 2: The mean and standard deviation on motives of purchasing women’s clothing and apparels in China
The core processes on value have been argued by researchers to include price, quality and timing. They are the most vital factors enhancing customer satisfaction. These attributes are accompanied by efficiency and effectiveness. The online purchase of women’s clothing and apparel realizes products of the highest possible quality at regulated prices and appropriate time in order to satisfy the customers.
Similarly, the distribution and supply of these products need to be ensured in order to elevate customer value. The quality and cost of these products should be regulated to attain high profits due to huge sales. These changes can be implemented by increasing the quantity of apparel and clothing production and taking advantage of the economies of scale.
Furthermore, some core ideologies and needs must be met to reach the main area of innovation lying within the designs of apparel and their quality. The online stores release new clothes with such advantages developed by innovation as flexibility and durability. They appear to be the fashion as online customers have accessible futures to customize their searches in accordance to the prevailing prices.
The data shows coherence in the variation of motives directing purchases of women clothing and apparel. First, it is apparent that 33 respondents were not deviated by the cost of these products rating such motives as 1 in a scale of 9. However, the mixture of this decision has been opened more closely by the deviation of 0.97.
The application online strategies during purchases depicted relevant results prior to the fashion credibility, direct accessibility and impacts from adverts. DeSemir (2010) postulated that the media accords varying attention and coverage to different products depending on their interests, financial benefits, specialization, and knowledge and skills of the marketer, publishers, or media houses.
Kiraithe (2012) further established that since most marketers are owned by business entrepreneurs in different capacities such as companies, partnerships, sole proprietorships and only a small percentage as parastatal organizations, profits drives most of the operations and contents advertised (Lappe 2013).
In order to test whether DeSemir (2010) and Kiraithe (2012) postulations were inherent in the context of China’s online platforms, a score rating ranging between 1 and10 was used on various items. In this regard, a mean score below 5.0 implied that respondents generally disagreed, a score of 5.0 respondents were ambivalent, and a mean score above 5.0 meant that respondents agreed to the proposed statements.
In the table, the results obtained when the respondents were asked to rate extent that they agreed with the statements: when choosing which contents to air, they focused on those that are income generating, educative, and attract audience tastes and preferences.
Table 3: Media coverage on product pages
Based on the results outputs in the table above, it is clear that the mean score of delivery time scales and charges is 4.18. The data of the return and exchange policies depicted a mean score of 4.20 that does not show any agreement or disagreement. Multiple images of products attracted a mean score of 6.54. Multiple images of products are the major consideration among different media houses in China when determining which content to post.
If many audiences are not affective on space science and technology programs, then media sites will prefer different contents. Conversely, if media can promote information technology programs among different audiences and win their confidence, their tastes and preferences would shift in favor of site-related contents (Jonas 2010). Another consideration amounting to content-airing disparity among different advertisements in China is profits.
Although businesses exist to make profit, online purchases should strike a balance and give back to the society by promoting education programs.
Table 4: The mean and standard deviation on the information required on websites
This research dictates that online transaction involving the women’s clothing and apparel is more direct to dresses and tops more than 50% of the participants subscribed to the purchase of these two products. The dresses and tops attained preferences for online purchases from 114 and 111 participants respectively.
Table 5: Frequencies on the types of clothes and apparels required
Furthermore, the purchase of these women’s clothing and apparels is associated to the fashion and its originality. Out of 200 respondents, 119 informed that fashion brand was their core need while making online purchases in China.
However, other factors such as domestic famous, international famous, and luxury brands among others took a descending significance in this order.
Table 6: The frequencies on brands of clothing and apparels purchased online
In fact, such brands are bought depending on how they have been simplistic to the purchasers. Data indicates that a tally of 132 respondents bid to the idea of purchasing simple clothing and apparels. The highest population of preferences lays on the simple and casual styles of clothing and apparel.
In perspective, a half or even more respondents chose to purchase these products over the internet than others like girly, sexy, elegant, and sweet among other styles. The margin between the two primary styles dominating online purchases and preferences is big while compared to other aspects.
As presented in the literature, trust and loyalty-building over virtual platforms is a technical factor in today’s market. In this regard, clients tend to purchase clothes and apparels from websites that have renowned credibility and reputation. This aspect explains why such websites endorsed and registered by the international trades’ affairs like Taobao rises to be the ultimate preference eventually.
In fact, the data dictates this point without further analysis. The respondent who use Taobao website to purchase women’s clothing and apparel were 136. The other website approaching Taobao was Tmall with 38 preferences out of the same population size of 200. Trust is a fundamental and exceptional attribute when disposing electronic money to sources you may find hard to follow (Earley & Mosakowski 2004).
Table 7: The frequency of customer purchases by various websites
In essence, the question number 15 on the questionnaires proves that credibility is an unexceptional and prudent choice when selecting websites. When websites’ credibility was mixed with such other aspects as promotions, quality of products, diversity and prices among others, it attained a mean of 4.19.
However, promotions also ruled the choices taken by the clients where such programs of issuing gift cards, coupons and discount attained an overall mean of 5.96 at a standard deviation of 1.45. Trust can be affected by variations of privacy management, client taste, and reputation, economies of scale, quality of products, ease of website control, customer satisfaction and reliable third party certification.
The respondents indicated that website control and navigation was the exceptional factor dominating customer trust in online purchase of women’s clothing and apparels. In this regard, the analysis showed that a mean of 7.023 was reached. In a scale of 5, the research found convincing reasons to support the idea that personal touch between sellers and clients was an imperative attribute when purchasing these products in China.
On this factor, the lowest mean was noted to be 3.15 while the highest was 4.35 at a standard deviation of 1.11 and 0.32 respectively. Finally, the demographics show that that the research was centered on young people female between the age of 19 and 39. About 88% of the participants were females whereas approximately 12% were male. From this sample population, 79.41% were between the age of 19 and 29 while 14.22% were at the age of 30 to 39.
In regard to this age, most participants were pursuing courses at different institutions of higher learning like colleges and universities. The finding indicates that 90% of the respondents possessed or were pursuing such courses as diplomas, and bachelor and masters degrees. Furthermore, the largest populations of respondents at 43.14% were students whereas 26.96% were company or enterprise employees.
The sample population composed of the Chinese citizens with relatively comparative monthly income. About 36% of the respondents had a monthly income of lower than RMB 2000 with a mean of RMB 700 and a standard deviation of RMB 200.
Discussion
Economic Fluctuations and Business Development
The determination of customer behaviors was conducted by assessing their responses in regard to purchasing women’s clothing and apparel online in China. The survey has led to various fundamental arguments in this research. First, the purchase of women’s clothing and apparels is dependent on various economic factors entailing development of education, internet penetration and income attainment from the people.
In China, some of the variables found to cause significant impact at the market-product level in making decision include inflation, interest rates, unemployment, consumer confidence, gross domestic product, discretionary income, and rate of currency exchange. Interest rates have a particular importance to companies pursuing growth opportunities since the expense of direct money borrowing affects a company’s ability to expand.
Other economic factors associated to technological development affect the ability of a consumer to afford clothing and apparel sold via internet, which make economic stability a major determinant of the industrial growth. This factor is supported by such attributes as lack of sufficient competition in the online markets.
For instance, it is evident that Taobao has been dominating the online sales of clothes and apparels in China. This factor may allow a business to attain the power of determining the market prices by exploiting various opportunities in the country.
Online Social Influence
Social factors classify customer’s features into two essential classes namely culture and demographics, which present a major concern (Finch 2012). Culture contains the societal beliefs, attitude, and values whereas the study of population (demographics) gives a statistical description of the community’s characteristics expressed by location, age and employment. The interaction between marketing and culture is reciprocal.
Therefore, the marketing communications utilize cultural meanings by transferring them to their products in order to attract customers who hold these values (Ebrahim, Ahmed & Taha 2009). This aspect explains why the purchase of clothes and apparels is centered in design, style and fashion. It elaborates about such set of apparels and clothes as dresses that Chinese purchase.
Probably, other areas or countries with distinct designs set to obey some rules, norms, or practices may prefer different styles. It proves that the culture and behaviors of the Chinese allow simple and casual styles of the original brands as dictated by 66% and 54% of the respondents respectively. This evaluation shows that marketers may take the opportunity to market their products during cultural holidays depending on the actual income.
Demographics
Demographic characteristics of the market allow sellers to understand how the different segments of the community respond to product marketing as a result of such personal characteristics as age, sex and income. In China, the assessment of consumer’s attitude enables a person to distinguish how the different demographic segments perceive certain varieties in regard to online sales of the women’s clothing and apparels.
It is a guideline showing the products to design for specific groups based on their preference, which can lead to acceleration of the company’s growth within five years. In this case, the major target market would be women who can assess the internet and purchase online items.
This investigation shows that the young and educated population can accept the idea of purchasing these products online. All marketing managers must be conscious of the trends since technological factors affect market processes by creating innovative systems. These systems enable interactions with customers, processing of orders, and distribution of products.
Market Liberalization
It may be vital to liberalize online markets in order to allow competition. These are market-related and occur as an effect of liberalization which has globalized national markets increasing the threat of new entrants or competition in traditional. Furthermore, the increase in the behavior patterns of the consumer demands single products which may not be rewarding.
Low exposure may signify poor marketing strategies, which can derail the growth of a company especially within the initial five years. In a bid to straighten these behaviors, the sellers can maintain their stability and predictability if they are known to produce quality and fashionable apparels that enhance brand recognition and promote consumer loyalty.
Establishing a global presence will greatly increase the company’s chances of success as well as ensure the growth of sales within five years due to the establishment of a wide market in the different countries (Gibson & Cohen 2003). Some opportunities can be capitalized to enhance a company’s growth by creating a history of apparel’s innovation and ensuring that the trend proceeds. With the invention of new clothes and apparel, it can be designed to meet the various tastes and cultures of people across the globe.
Influences of Culture
It is essential to inform people about the development of such fundamental internet-based programs that consolidated and network people with diverse knowledge, skills, experiences and cultures. In this manner, the research shows that knowledge is being shared among people with distinct and diverse culture throughout the globe.
However, even though information about the functionality of the virtual sales has been developed by websites and other research works, the current study discussed the particulate strategies of their development and management in China. It lays down the skills and processes encountered to enlighten the readers on how these sales can be formed and made to work.
In this light, the article research findings inform the reader and occupy the existing gap in knowledge by creating published and reliable information. Furthermore, the benefits that these sales bring to international organizations have been presented to assist the reader (Gorog 2011). There is an existing gap in knowledge on the development and management of virtual sales in China.
This aspect implies that the information can be developed and presented to the people. In this light, this research evaluates various factors encountered while developing and managing virtual sales of women’s clothes and apparels in China. It will outline the problems, reason, benefits, and achievements among other factors involved in developing and managing the online sales of the women’s clothing and apparels in China.
Online Sales
The management of virtual sales may depict various fundamental challenges. The researchers depict the need and effectiveness of virtual sales of women’s clothing and apparels in China. They are identified as prevailing businesses effective in reaching the final outcomes of the researchers.
In China, the developments of the virtual sales are improving continuously as the information technology proceeds to attain integration as presented by the data showing active participation from the respondent from all over the country. The use of internet in reaching the target clients depict the impending quorum required. Presently, the sales have managed to penetrate and unite many people.
The virtual sales of women’s clothing and apparels have allowed globalization to take place easily. In fact, such social companies do not only make huge profits due to the prevalence of members and common interests, but also creates global civilization and understanding of cultural differences. Such interactions are similar to the application of virtual sales in handling issues throughout China.
They bring the human resources at one point where they may be accessed and exploited by firms or business easily. Since the virtual sales are significantly reliant on the prevailing fast communication tactics, it implies that the future of virtual sales works under the assumption that the revolution of IT does not change drastically.
Furthermore, there many literals works developed to evaluate the management and development of the virtual sales. The lack of information on the management and development of the virtual sales have been complemented by the assessment of literature associated to the problems, reasons, benefits, and achievements of the virtual sales across the globe (Jung 2013).
The relationship between these assumptions and the problem statements is that the sampled resources display the overall argument of other researchers and therefore informs the people interested in a similar way. The reviews have revealed fundamental and helpful information that can fill the gap in knowledge.
They identify that the need for appropriate and strategic management to implement virtual sales of women’s clothing and apparels in China (Slack et al. 2012). They show that the reviews can offer reliable solutions to the problem if many research works from reliable sources are used. In this light, future research may undertake similar assessment of literature in order to inform people about such issues of the virtual sales.
The information can allow the sales to expand depending on their demand and popularity. The threat that managers instill on other members and the networks that they purports is an indication of their influential role in the sale. The conflict impacts various processes in the organization of events.
The sales will devolve such tactical approaches as cultural intelligence, which is the capability to associate and work efficiently when dealing with different cultures (Earley & Mosakowski 2004). On the other hand, there will be the improvement of the individual’s ability to interact with others. These two concepts present an essential tool of relating with the target customers and presenting the specialty of the subject products.
Advertisements may not suit all people across different cultural and ethnic backgrounds (Vinaja 2010). In this respect, even the largest companies may present advertisements that do not align with some people. These blunders may cause customer dissatisfaction, loss of loyalty, and losses from complaints and court cases. In this light, the performance of the S-curve is affected depending on the strength of blunder, which discourages the customers from purchasing the products.
It is essential to know the culture of the people where the target market is located in order to prevent cultural blunders. In this way, adverts can be related to such cultural norms where all cultural considerations are accounted. The components making the sales should be selected depending on their reliability and trust bestowed on them by the customer.
It implies that the members are vital ‘ingredients’ trusted by the client, which means that the final product is high quality. It is important because it assists customers in boosting their trust on new services. They add value to the subject sale satisfying the clients’ conscience and motivating them into buying the subject product. My concept offers the use of accessories from reputable firms in order to attract the customers who trust these firms.
In another point, Customer Life Time Value (CLTV) is a concept applied by businesses to determine profitable outcomes of the relationship with a customer over a period of time to the future. The CLTV takes a specified amount of time and do not consider the life time of a client. Furthermore, it is a probabilistic concept based on the intentions of the customer which may change depending on personal variations.
This concept is vital since it allows a business create valid proceedings in respect to profit making. In fact, it allows businesses to determine the most appropriate cost to be set aside for marketing. Essentially, the effects of such aspects as marketing may follow an unprecedented trend (Skyrik 2010).
However, it is argued that CLTV follows the S-curve where there is a gradual increment in the profits which increase dramatically and stabilizes. Finally, a business must lay down all the possible outcomes to provide conviction on the process. It must be convinced that there is a very high probability of succeeding.
Delivery Services and Their Influences
The demand for delivery services and product sales has been influenced significantly by the rising competition and new strategies for reaching people throughout China. In this regard, information technology has modified the ways of reaching people by social sites and other internet advertisement techniques. For instance, such strategies may lead to high demand for clothes as compared to the target trends.
If one apparel type has preceded other brands on the market from different companies, its sales are expected to increase together with the subsequent wholesale purchase from the manufacturers. The approach dictates that deliveries of the apparel are higher than the competing brand. In this light, the apparel has been modified to fit the needs of customers and develop the chances of preference basing on its fashion and quality level.
Furthermore, the prices of the women’s clothing or apparel are considered significantly to align with the current competition. In some instances, the business avails apparels in accordance with the clients’ specifications making it a rare company due to the flexibility. In a bid to accommodate these changes, a company can introduce various strategies which include reducing the prices of the clothes and apparels.
It is making varieties of clothes and apparels with distinct specifications in order to segment the market. In addition, it can establish a new marketing strategy through the introduction of websites and the use of social media to advertize the new fashions. For instance, a website can be formed to advertise the apparels in China further and ensure that there are billboards in populated areas.
Companies promote their sales by publishing awards and discounts to its customers. This aspect allows a company to be competitive against the other competing ones in the market by meeting the demands and expectations of their clients. However, a full exploitation of the marketing strategies can also incorporate networking as a way of advertising. Moreover, they can promote the sales of the brands by adding other artifacts as discount to the customer.
This research demonstrates that the approach of applying the delivery methods to compete with other companies across the globe has significant effects. The data shows that there were high means on preferences regarding the delivery of women’s clothing and apparels. The questions 10 and 15 approve this postulation by showing that delivery had the second highest means of 4.18 and 4.82 with a standard deviation of 0.96 and 1.07 respectively.
Delivery affects the clients and consumers through advertisements, availability of information and ease of product/services’ accessibility. In this regard, it is apparent that the sales made and delivered through reputable firms have profound competitiveness than the other relying on less reliable companies for delivery.
The research shows that, even though, the products may have qualified, their sales can subsidize since the customers are not willing to receive shipping or delivery from the company the business suggests. The sale of products from is based on reputation, delivery methods available and quality. Primarily, a customer is served by an employee or website who/which provides the menu and enquires when he or she needs a service or product.
This inquiry is done ardently and immediately after a customer has shown interest. The employee should receive training in order to manage the deliveries appropriately. The training of the employees involves instilling skills on approaching, serving, and talking to the customers or clients during the sale. These skills enlighten the employees about handling the customers when using the internet as well as during the delivery of their products.
In this manner, they can retain professionalism and adhere to the social boundaries present (Levin 2013). A company can implement a formal or informal training program depending of the complexity of skills required. The informal training program may occur without teaching intentions since there are no learning objectives.
The formal training of employees has standard goal and objectives to direct the intended learning of trainees and assess the resultant outputs of the teaching sessions. Realistically, the literature review demonstrates that training through the formal standards is more efficient than the informal way of delivering information to the students.
Limitations
This research study has several fundamental complications that limit its generalization. First, the finding can only be centralized in China since every region may have distinct behaviors. Secondly, the questions used in the questionnaires cannot provide scale data to quantify the usage of internet to purchase the products.
It is also apparent that data regarding how often the people of China purchase clothing and apparels online was limited to the options provided. However, other research studies can be conducted to supplement this investigation.
Conclusion
The analysis of the research data paved way for making critical conclusions on the delivering strategy adopted for the women’s clothing and apparels in China. In this quest, the research involved in making the necessary amendments to the current version of production, distribution, timing, marketing and pricing of the product (Mir 2014)
. In addition, the information was helpful in the procurement departments, human resource, production inventory control and other departments actively involved in the production and distribution. Planning of the specific strategies and procedures to follow is critical in organizing the flow of activities from production until the clothes and apparels reach the customers (Nzuve & Rebecca 2014).
One of the most important advantages of purchasing women’s apparels and clothing online in China was the provision of an opportunity to book products electronically. In essence, the online purchases are very crucial in the client service systems. They are meant to offer an opportunity and platform to inquire and consult about faults, complications and make follow-ups.
This implies that they should be set in manner that the clients can access the client service services more efficiently and fast. In that regard, other purchases demanded the clients to avail themselves physically to the sellers in order to secure a product. However, this system of physical purchase makes it difficult and slows for the clients to access the products.
At times, it is very involving and tedious because the clients are required to visit the premises for a number of times before they see the right apparel or cloth. In a deeper perspective, visiting sale’s premises is even unnecessary considering that the client is just seeking the delivery of the right product. Indeed, the online purchase does not incorporate the actual rectification process.
As such, it is out of order for the client to waste the cost and time for transportation. With the introduction of the Chinese online market, the client service system introduced a provision where the clients can secure products by online communication (Mantas & Hasman 2013). This factor simplified the engagement and involvement of the clients in the process of purchase.
It also eliminates unnecessary congestion in the client service space bearing in mind that the number of people is reduced. As such, this is an important deliverable provided by the online platforms in China. In the client service system, the management of data is one of the most crucial undertakings. In this regard, professionals are required to collect, record, and store information with dignity, credibility and reliability (Hewitt 2012).
As mentioned before, a slight error in the records of a client can lead to a devastating eventuality. In that regard, there is no room for errors because they may lead to a mistake with irreversible effects in the short term and long-run. It is, therefore, important to ensure that the clients’ data is well-managed to prevent unfavourable events such as loss or manipulation.
Indeed, manipulation of data is an integrity issue that might equally complicate the welfare of a client. As such, the credibility of online sellers was conjured with the idea of maintaining the standards of data management in mind. It was made to ensure that the records are straight, accurate, and reliable in the process handling the clients (Kishor 2010).
In essence, prescription is at the heart of the client service system since it is a critical undertaking where the clients are directed on handling issues. In that regard, it becomes a sensitive venture since it is the end point of an entire diagnosis bearing in mind that the rest of the assessments are done to determine the type of resolutions given to the client and instructions provided.
In the 21st century, it was very important to change the orientation of the online service and other sectors of marketing towards the use of technology. As such, the client service system viewed as the foundation and the basis of using technology in the system. In this regard, online marketing and selling of women’s clothing and apparel in China has been a crucial platform and starting point of anchoring the entire IT integration.
As such, a basis of developing the technological use in the client service system was an important deliverable because that it was used as an evaluation aspect. Fundamentally, it is obvious that the most critical test of online businesses is to pull in clients who have been appended to other greater organizations.
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