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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.