The IUP Journal of Organizational Behavior
E-Commerce Industry - HR Strategies: A Perspective Analysis

Article Details
Pub. Date : October, 2021
Product Name : The IUP Journal of Organizational Behavior
Product Type : Article
Product Code : IJOB251021
Author Name : Brigadier Bhuvanagiri Chandrasekhar* and B S S Karthik
Availability : YES
Subject/Domain : Arts & Humanities
Download Format : PDF Format
No. of Pages : 24



The purpose of the study is to explore the challenges faced by the stakeholders of e-commerce industry in India, and to understand the business as well as HR strategies adopted by them to cope with these challenges and stay at the top. To study the phenomenon and understand the challenges of e-commerce industry, the qualitative methodology was used. The approach followed by the authors was: on-site observation of e-commerce processing centers; conducting semi-structured interviews with subject matter experts and with the team leaders in charge of 'planning' and 'operations' of e-commerce business players; with the team leaders in charge of operations at the parcel and COD processing centers, Transportation Management Center at Hyderabad, and HR at the Delivery Points (involved in last mile delivery of the shipments) in a south Indian State. The interaction was at length with the functionaries in charge of the logistics partner of these e-commerce players based in Hyderabad. The findings explored the approaches adopted by the two e-commerce business players and by their service partners at the processing centers and at the last mile delivery points. The study also brought forth some interesting business strategies and strategic HR practices being adopted by the different stakeholders. Themes emerged out of these interviews and the on-site observations were captured and a set of propositions were made as findings in this study. Based on these findings, a set of propositions were made, which can become a base for all the stakeholders to work upon for planning and reaching higher efficiency levels. Further, such studies can be carried out in other states of the country and also in other countries of Asia in the future.


With technological advancement, e-commerce is growing from strength to strength, with easy access of the consumers to the huge selection and product range, enabling the linking of different stakeholders. Even as the electronically-driven business and commerce is soaring at a stupendous rate, there is a need for players in the e-commerce business to match up to the requirements of the boom. E-Commerce was defined by Turban et al. (2004) as conduct of the business using the technologies of Networking and the Internet. This concept has become popular with the advancements in Internet technologies, which is the concept on which the global economy has been getting modernized. Companies around the world have taken advantage of this opportunity by adopting e-commerce in their operations and have benefitted immensely. At the same time, countries with technology development have used e-commerce effectively whereas other countries like India have not been able to do it successfully due to the challenges (Sridhar, 2010).