An Advisory Framework for the establishment of E-commerce for FMCG-food goods in the Middle East (MENA)

This study aims to explain and understand how companies, more specifically Middle Eastern (MENA) companies in the FMCG-food sector can innovate from completely brick and mortar establishments to transition into an E-commerce platform (for FMCG-food goods) that enhances the willingness or intention to purchase these products on an online platform...