Challenges of E-Commerce Adoption towards Supporting Code Sharing at Libyan Airlines


Almsalati, Farag and Norhashim, Mariati and Dorasamy, Magiswary (2022) Challenges of E-Commerce Adoption towards Supporting Code Sharing at Libyan Airlines. In: Postgraduate Social Science Colloquium 2022, 1 - 2 June 2022, Online.

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Background - Libyan Airlines struggles to survive due to European Union restrictions, and by extension, the Libyan economy suffers as well. To allow a greater flow of goods and passengers internationally, the only viable solution is to rely on code-sharing with airlines from other countries. For code sharing to succeed, it is critical to use e-commerce as a platform to increase demand for flights. Although ecommerce can play a vital role in gaining a competitive advantage in the airline industry, not all countries can successfully implement e-commerce. Libya faces economic obstacles such as war, lack of infrastructure and low internet penetration. Few e-commerce enterprises succeed in Libya. Most literature on e�commerce exists in technologically advanced and economically stable countries. There is little literature on e-commerce success in a hostile environment. As a result, the purpose of this study is to investigate various factors that would contribute to a successful e-commerce strategy for Libyan airlines. Research objectives - (i) To explore challenges faced by LA in implementing e-commerce, (ii) to investigate how internal resource hindering implementing e-commerce in LA, (iii) to explore how external environmental factors hindering implementing e-commerce in LA, (iv) to investigate if ecommerce adoption can support code-sharing for LA e-commerce. Methodology - Theoretical support was taken from Resource-Based View (RBV) for this study. For this purpose, the constructionism paradigm and qualitative (inductive) approach will be applied to this study. Specifically, the case study will be carried out to explore the role of e-commerce for building sustainable competitive advantage for Libyan airlines. Semi-structured interviews will be conducted with higher management or executives involved in implementing e-commerce strategy at Libyan airlines. Purposive sampling technique will be used to access information from relevant management personnel at Libyan Airlines as well as ticketing agents. Thematic analysis will be employed using Nvivo software. Findings - This study will contribute to the practical problem being faced by the Libyan airlines to enhance and sustain competitive advantage as compared to other competitors in this time of economic crisis in the world. strategy through code-sharing can improve an airline’s performance. Finally, the Libyan scenario is presented to provide a background for this case study.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: airlines, competitive advantage, e-commerce, libya, resource based view (RBV)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5546-5548.6 Office management > HF5548.32-.34 Electronic commerce
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 17 Aug 2022 05:52
Last Modified: 17 Aug 2022 05:52


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