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1. Methodology

Before explaining the methodology it is important to note that some planned and some unplanned changes have taken place since the original research proposal.

The original research topic of: An investigation into the traditional principles of marketing in light of emarketing [in the aviation industry] was changed. The new research topic is: An investigation into the traditional principles of marketing [the marketing mix] in light of the impact of Ecommerce within the aviation training industry.


4.0 Deciding upon a case study organisation

In order to test the fundamental principles of marketing, now established as Borden’s (1964) twelve point framework, against the impact that ecommerce has had on the discipline of marketing within the aviation training industry a sample case study organisation was required. As with most industries aviation training contains both leading and lagging organisations in terms of IT and ecommerce.

To ensure that the company that is selected is adequately involved in IT and ecommerce to a level whereby it is possible to test the theory on it, while also adding breadth to the study, the stage model (Rao et al 2003) has been used to analyse several different organisations to assess their involvement in ecommerce. The original purpose of the stage model was to allows small to medium sized enterprises [SMEs] to categorise themselves within their industry.