Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
in Libya
Abdalla Hamed
April, 2009
I
DECLARATION
I hereby declare that this dissertation, submitted in partial fulfilment of the requirements for
the degree of Doctorate of Philosophy and entitled “E-commerce and Economic
Development in Libya” represents my own work and that, to the best of my knowledge and
belief, it contains no material previously published or written by another person.
Signed……………………………………….(Candidate)
Date…………………………………………..
STATEMENT 1
This thesis has not already been accepted in substance for any degree and is not being
concurrently submitted in candidature for any degree.
Signed……………………………………….(Candidate)
Date…………………………………………..
STATEMENT 2
I hereby give consent for my thesis, if accepted, to be available for photocopying and for
inter library-loan, and for the title and summary to be made available to outside
organizations
Signed……………………………………….(Candidate)
Date…………………………………………..
II
Acknowledgment
Brother, sisters and friends who have been waiting for my work
achievements
III
Contents
IV
2.8.1 Economy of the revolution:................................................................................................................. 37
2.8.2 The new economy approach................................................................................................................ 38
2.9 Summary................................................................................................................................................ 41
Chapter four: Twoards a theoratical framework for E-commerce drivers and barriers
4.1 Introduction........................................................................................................................................... 87
4.2 Drivers and Barriers............................................................................................................................. 87
4.2.1 Cost ..................................................................................................................................................... 90
4.2.2 Payment Systems ................................................................................................................................ 92
4.2.3 Legislation and Regulation.................................................................................................................. 93
4.2.4 Infrastructure ....................................................................................................................................... 95
4.2.5 Culture and Religion ........................................................................................................................... 96
4.2.6 Government......................................................................................................................................... 97
4.2.7 Employment ........................................................................................................................................ 99
4.2.8 Competition....................................................................................................................................... 100
4.2.9 Traditional business .......................................................................................................................... 101
4.2.10 Economic Activities ........................................................................................................................ 102
4.3 The E-commerce Drivers and Barriers Model (1) ........................................................................... 104
4.5 Summary.............................................................................................................................................. 107
V
Chapter five: Research method
5.1 Introduction......................................................................................................................................... 111
5.2 Research Purpose................................................................................................................................ 112
5.3 Research Design .................................................................................................................................. 113
5.3.1 Qualitative and Quantitative Methods ........................................................................................... 115
5.4 The Adopted Research Methodology ................................................................................................ 117
5.5 Secondary Data ................................................................................................................................... 119
5.6 Primary Data ....................................................................................................................................... 123
5.6.1 Interview ........................................................................................................................................... 124
5.6.2 Questionnaire .................................................................................................................................... 133
5.7 Method of Data Analysis .................................................................................................................... 138
5.7.1 Qualitative Data Analysis.................................................................................................................. 139
5.7.2 Quantitative Data Analysis................................................................................................................ 141
5.8 Ethical Considerations........................................................................................................................ 142
5.9 Summary.............................................................................................................................................. 143
VI
7.2 Drivers and barriers ........................................................................................................................... 233
7.3 The three-quarter moon model (specific to Libya) .......................................................................... 239
7.4 Action plan........................................................................................................................................... 242
7.4.1 Before e-commerce adoption ............................................................................................................ 242
7.4.2 During-adoption ................................................................................................................................ 246
7.4.3 After e-commerce adoption............................................................................................................... 249
7.5 The Three-Quarter Moon Model (General) ..................................................................................... 254
7.5.1 Capitalist approach............................................................................................................................ 255
7.5.2 Socialist approach ............................................................................................................................. 259
7.5.3 Technologically advanced countries ................................................................................................. 259
7.5.4 Deploying the Three Quarter Moon Model ....................................................................................... 261
7.5 Summary.............................................................................................................................................. 264
Appendices
10.1 Interviewees’ comments tables: ....................................................................................................... 318
10.1.1 Data gathered: Use of tables............................................................................................................ 318
10.1.2 Important: example of use of tables ................................................................................................ 320
10.1.3 Competition:.................................................................................................................................... 322
10.1.4 Cost: ................................................................................................................................................ 326
10.1.5 Culture and Religion: ...................................................................................................................... 329
10.1.6 Economic Development: ................................................................................................................. 335
10.1.7 Employment: ................................................................................................................................... 342
10.1.8 Government :................................................................................................................................... 345
VII
10.1.9 Infrastructure:.................................................................................................................................. 351
10.1.10 Knowledge: ................................................................................................................................... 358
10.1.11 Legislation:.................................................................................................................................... 362
10.1.12 Payment:........................................................................................................................................ 365
10.1.13 Security ......................................................................................................................................... 373
10.1.14 Traditional Business:..................................................................................................................... 375
10.2: Interview question .......................................................................................................................... 381
10.3 Questionnaires’ answers................................................................................................................... 385
10.4 Questionnaire questions ................................................................................................................... 393
10.5 Questionnaire questions linked to e-commerce issues ................................................................... 401
VIII
List of tables
IX
6.14 Reasons of using E-commerce.......................................................................................................... 220
7.1 before-adoption issues to libya........................................................................................................... 245
7.2 During-adoption issues to libya ......................................................................................................... 248
7.3 after-adoption issues to libya ............................................................................................................. 250
7.4 before-adoption issues (general) ........................................................................................................ 256
7.5 During-adoption issues (general) ....................................................................................................... 257
7.6 after-adoption issues (general) ........................................................................................................... 258
10.0 List of organisation interviewed ...................................................................................................... 317
10.1 competition issues in findings........................................................................................................... 321
10.2 cost issues in findings ........................................................................................................................ 325
10.3 culture issues in findings................................................................................................................... 328
10.4 economic activities issues in findings ............................................................................................... 334
10.5 employment issues in findings.......................................................................................................... 341
10.6 goverment issues in findings............................................................................................................. 344
10.7 infrastructure issues in findings....................................................................................................... 350
10.8 knowledge issues in findings............................................................................................................. 357
10.9 ligislation issues in findings .............................................................................................................. 361
10.10 payment issues in findings .............................................................................................................. 364
10.11 securty issues in findings ................................................................................................................ 372
10.12 traditional business issues in findings ........................................................................................... 374
10.13 questionnaire questions and e-commerce issues........................................................................... 401
X
List of figures
XI
Abstract
This thesis develops a conceptual framework of the drivers and barriers to e-commerce
adoption in developing countries such as Libya. One of the main drivers of economic
development is technology. Technology adoption usually results in rapid economic growth,
and rapid economic growth is usually accompanied by rapid structural change. It is now
widely accepted by policy makers that e-commerce is at the centre of an economic and
social transformation that is affecting all countries. E-commerce creates new economic and
social landscapes. E-commerce enables producers in developing-country to overcome
traditional business limitations.
There are many drivers and barriers to the adoption of e-commerce. Most issues
(competition, cost, employment, economic development, government, infrastructure,
legislation and regulation, payment system) could be drivers or barriers. These issues
created the theoretical framework. All issues were examined in Libya, the research findings
confirmed the effects of these issues on e-commerce adoption. Moreover, the research
findings resulted in an amended theoretical framework by introducing two new issues
(knowledge and security). Additionally, the literature on e-commerce drivers and barriers
issues has been expanded.
The thesis concludes with a plan of action to assist Libya’s government on e-commerce
adoption. The plan of action is driven by four main actors (Government, technologically
advanced countries, companies and e-commerce users). These four actors and the plan of
action comprise the three-quarter moon model that encourages the fourth actor (e-
commerce users) to complete the circle of adoption. The thesis concludes that the three-
quarter moon model can be generalized to other developing countries and proposes a
classification model for e-commerce adoption along with a formula of Internet
involvement. The classification model classifies countries according to their technological
advancement. The new classification groups countries into non-technologically advanced,
less-technologically advanced and technologically advanced.
XII
Abbreviations
3G Third Generation
CI Concord Investment
XIII
G2B/C Government to Business/ Consumer
Gb Giga Bite
IT Information Technology
Kb Kilo bite
LIB Libyanna
OC Oil Company
XIV
OECD Organisation for Economic Cooperation and Development
PC Personal Computer
UN United Nation
XV
Research outcomes
PhD Consortium
Hamed, A, (2006) E-commerce in developing countries, the destiny of 21st century,
UK Academy of Information Systems, PhD Consortium, Cheltenham.
Conferences papers
Hamed, A, Cleary, P, Berger and H, Ball, D (2008). E-commerce as a tool for
economic development, IBIMA, Marrakech, Morocco.
Seminars
E-commerce in Libya, (2007) Al-Aser University, Tripoli, Libya
Business Seminar
Key-note Speaker (2008) Doing Business in Libya, IE Singapore, Singapore
XVI
Chapter one: Introduction
Chapter One
Introduction
1
Chapter one: Introduction
2
Chapter one: Introduction
1.1 Background
This chapter summarises the research in this thesis and provides an overview of the
The study of economic development is one of the newest, most exciting, and most
(Meier and Rauch, 2005). Economic development must deal with the economic, social,
political and institutional mechanisms, both public and private, necessary to bring about
rapid and large scale improvement in the standard of living for the masses of poverty-
stricken, malnourished and illiterate people of Africa, Asia, and Latin America (Todaro,
1999).
One of the main drivers for economic development that has become apparent over recent
process that countries need to consciously and actively promote and nurture (James. 1999;
technologies (ICT) and e-commerce are at the centre of an economic and social
transformation that is affecting all countries (Chan and Lee, 2001; Hammond, 2001;
OECD, 2003).
3
Chapter one: Introduction
The Third World has a well-recognised e-commerce and marketing potential. A significant
proportion of the Third World is already partially developed and a significant proportion of
the population has a demographic profile similar to that of the developed economies (Mann,
market-entry costs, and isolation from potential markets (April and Cradock, 2000; Cohen,
The majority of developing countries face limitations on the development of their electronic
economy (e-economy) stemming largely from low income levels, low literacy rates, lack of
payment systems that can support online transactions, and cultural resistance to online trade
(UNCTAD, 2003). Developing countries need to take into consideration that building
Foreign Direct Investment (FDI) to improve domestic infrastructure (Jenkins and Thomas,
2002; UNCTAD, 2003). The revolution of e-commerce presents micro- and macro-
economic challenges, not only for organisations, but also for governments (Callioni, 2004).
Organisations that are going to adopt e-commerce need to consider restructuring their entire
business and create new strategies. They also need to implement new management
processes, change their business culture, follow different procedures for managing their
employees and build a well-structured and secure payment system (Well, 2004).
4
Chapter one: Introduction
Most developing consumer markets face severe limitations in terms of connectivity, ability
to pay, deliveries, willingness to make purchases online, ownership of credit cards, access
to other means of payment for online purchases and accessibility in terms of physical
deliveries (Straub, 2003). Some countries have invested heavily in Internet infrastructure
and have still failed to gain significant benefit, whereas other countries, such as India and
This research will attempt to investigate the reason for this lack of benefit by identifying
the drivers and barriers for e-commerce adoption in developing countries, such as Libya.
This study is significant in that previous studies have, to the best knowledge of the
researcher, not yet been undertaken in Libya. Consequently, the study is important because
it throws light on the difficulty of using e-commerce and establishes why e-commerce
adoption is risky. Further, a model will be proposed that may help such countries to adopt
e-commerce.
What are the drivers and barriers that developing countries, such as Libya, face when
adopting e-commerce?
5
Chapter one: Introduction
Can a plan of action and a model be developed the purpose of which would be to assist
Can the proposed plan of action and a model of adoption be generalised to be used by other
developing countries?
In order to answer these questions, the following objectives are thus formulated:
subjects.
barriers.
4. Investigate practical drivers and barriers to e-commerce in Libya and the impact
6. Develop a model to assist e-commerce adoption in Libya and consider how the
The generation of data and information relating to the research topic is explained and
rationalised according to the research questions. The purpose behind this research is to
6
Chapter one: Introduction
countries such as Libya, where very few or no earlier studies have been conducted. The
The researcher assumed the role of an objective analyst, making a detached interpretation
of those data that have been collected in an apparently value-free manner (Gill and
Johnson, 1997). This was aimed at observing social reality in the context of examining the
potential of e-commerce within the Libyan economy. The researcher adopted a mixed
research approach (Saunders et al., 2003, Collis and Hussey, 2003; Johnson and
were conducted involving decision makers, government officials, managers and general
tape recording and note taking was utilised during interview sessions to maximise the
validity of data collected aimed at minimising the weaknesses of both methods (Stewart
and Cash, 2006). Secondly, a questionnaire (Bell, 2001) was distributed across a
population of 150 Libyan Internet users on a face-to-face basis. This was aimed at
understanding the barriers experienced and anticipate future potential barriers. Pilot testing
was carried out for both the interview and questionnaire designs in terms of their structure
and substance. Lastly, the researcher undertook direct observation (Gill and Johnson, 1997)
of Libyan Internet users in order to recognise the social and/or human difficulties
7
Chapter one: Introduction
Additionally, QSR NUD*IST Vivo (NVivo), a qualitative software product, was utilised to
store and analyse the range of qualitative data collected (Myers 1997; Yin 2003). Data
analysis concerned applying ‘open coding’ that involved analysis of the content where data
were analysed and categorised into themes. Further investigation was required to establish
how the identified themes might inter-relate and link into sub-categories (Orlikowski 1993).
This is commonly known as axial coding and was used to uncover the relationships within
the categories until saturation occurred. Microsoft Excel was used to accommodate and
km, three times the surface area of France, seven times the size of the United Kingdom and
one-sixth larger than Alaska. The country is bounded by the Mediterranean Sea to the
north, Egypt and Sudan to the east, by Niger, Chad and Sudan to the south and by Algeria
and Tunisia to the west. However, over 90 percent of the land is desert or semi-desert, and
the country climate is affected by the Mediterranean Sea to the north and the Sahara to the
south (Terterov and Wallace. 2002; infoplease, 2005; The information department of the
According to Terterov and Wallace (2002), the Libyan population is estimated to be 5.5
million, including numerous foreign residents, and is said to be growing at a rate of 3.5
8
Chapter one: Introduction
percent, one of the highest population growth rates in the world. The population is young
(almost 50 per cent are under 20 years old) and 86 per cent urban - one of the highest
urbanisation rates in the world. Additionally, most of the population are educated and a
Information Department of Great Jamahiriya (2006), the country has now one of the highest
literacy rates in Africa. Some 97 percent of the adult population is literate. Public education
in Libya is free and compulsory for children ages 6 to 15. Arabic is the language of
instruction.
It starts around 10,000 BC to 2000 BC This period had left evidence of human settlement in
Libya through a wealth of paintings and engravings left on stones inside mountain caves
that are generally located in the southern part of Libya. For most of their history, the people
of Libya have been subjected to varying degrees of foreign control, mostly from
Mediterranean empires; Libya was first colonised in the 12th century BC. The Phoenicians,
Carthaginians, Greeks, Romans, Spaniards, Vandals and Byzantines ruled all or parts of
Libya. Although the Greeks and Romans left impressive ruins at Cyrene, Leptis Magna and
Sabratha, little else remains today to testify to the presence of these ancient cultures.
Muslim Arabs conquered Libya in the seventh century AD as they proceeded to conquer all
of North Africa and the Iberian Peninsula concurrent with the spread of Islam. In the
9
Chapter one: Introduction
following centuries, most of the indigenous peoples adopted Islam and the Arabic language
and culture. The Italo-Turkish War, which began in 1911, resulted in Italy's annexation of
Libya. After years of resistance the country became an Italian colony. In 1934, Italy
adopted the name "Libya" (used by the Greeks for all of North Africa, except Egypt) as the
official name of the colony, which consisted of the provinces of Cyrenaica, Tripolitania,
and Fezzan (Terterov and Wallace, 2002; Country Review, 2006; The General People
Committee for Tourism, 2006; The information department for the Great Jamahiriya,
2006)).
Following World War II, British and French forces occupied the area. From 1943 to 1951,
Tripolitania and Cyrenaica were under British administration, while the French controlled
Fezzan. On Nov. 21, 1949, the United Nations General Assembly passed a resolution
stating that Libya should become independent before January. 1, 1952. When Libya
declared its independence on December 24, 1951, it was the first country to achieve
independence through the United Nations. (Terterov and Wallace, 2002; The Library of
Congress, 2006).
A new era in the history of Libya began on September 1, 1969, when a Colonel Qaddafi
and a group of young army officers overthrew the royal government and established a
republic under the name Libyan Arab Republic. In 1976, Libya's leader, Muammar al-
Qaddafi, introduced a plan to reorganise the Libyan state. The plan essentially ensured that
the country would be run by a new representative body called the General People's
10
Chapter one: Introduction
Congress, or GPC (Terterov and Wallace, 2002; Country Review, 2007; The information
This thesis consists of eight chapters. This chapter, an introductory chapter, outlines the
significance of the study, the problem to be investigated, research questions and objectives,
The literature consists of three chapters (Chapters two, three and four). The second chapter
and its effect on developing country economies. It analyses the effect of technology on
economic activities and evaluates the use of technology as a tool for developing the
economy.
The third chapter reviews and analyses the existing literature relevant to e-commerce and
the Internet. It looks at the events which have made e-commerce possible, and the
transformations it has undergone to date. It discusses briefly the latest technologies and the
11
Chapter one: Introduction
The fourth chapter reviews literature on e-commerce drivers and barriers. It discusses the
drivers and barriers of e-commerce and the Internet in more detail based on previous
research conducted in other countries in the developed and developing world and critically
summarises the main drivers and barriers for developing countries such as Libya,
The fifth chapter discusses the research methodology utilised for the purposes of the
present study as well as describing the research instrument employed to generate the data
and information required. It shows the links between the theoretical framework and the
survey instrument used for collecting data and provides an explanation of the interview
structure.
The sixth chapter presents and analyses the findings of the primary data generated from
research interviews and the questionnaire and modifies the theoretical framework
developed in chapter four. The revised framework developed in this chapter confirms the
relevance of the issues identified in the literature review in the Libyan context and adds two
The seventh chapter discusses the research findings and e-commerce development in the
light of the literature review (chapters two, three and four). It proposes a plan of action and
new model and strategy for Libya regarding the adoption of e-commerce. The proposed
12
Chapter one: Introduction
and the findings of the research chapter. Additionally, the chapter introduces a generalised
model for other developing countries along with a new measurement for the stage of e-
commerce adoption.
Chapter eighth provides a summary of the conclusions which have been drawn using the
available data and the analysis. It sets out the limitations of the research, recommendations
for the adoption of e-commerce for governments and companies and provides suggestions
13
Chapter two: Economic development
14
Chapter two: Economic development
Chapter two
Economic development
15
Chapter two: Economic development
2.1 Introduction........................................................................................................................................... 18
2.2 Background of Economic Development .............................................................................................. 18
2.3 Classification of Countries ................................................................................................................... 19
2.4 Economic Development Measurements .............................................................................................. 20
2.5 Theories of Economic Development .................................................................................................... 23
2.5.1 The Linear stages ................................................................................................................................ 24
2.5.2 Structural Change Theory ................................................................................................................... 26
2.5.3 The International-Dependence Revolution.......................................................................................... 27
2.5.4 The Neo-Classical Counter-revolution................................................................................................ 28
2.6 Economic Development and Technology ............................................................................................ 29
2.7 Economic Development and ICT ......................................................................................................... 32
2.8 Economic Overview of Libya ............................................................................................................... 37
2.8.1 ECONOMY OF THE REVOLUTION: .......................................................................................................... 37
2.8.2 The new economy approach................................................................................................................ 38
2.9 Summary................................................................................................................................................ 41
16
Chapter two: Economic development
17
Chapter two: Economic development
2.1 Introduction
However, the two terms are not identical. Growth may be necessary but not sufficient for
explains different methods of classifying countries according to United Nations and World
Bank criteria. Economic development is usually measured using Gross Domestic Product
(GDP), Human Development Index (HDI) and Purchasing Power Parity (PPP). These
methods are discussed in this chapter. This chapter discusses the different theories of
economic development and critically evaluates each of these theories and how they are
used. It also emphasises the use of technology and ICT in economics and explains how they
The study of economic development is one of the newest, most exciting, and most
Todaro (1999) argues that economic development is not the same as the economies of
it as:
18
Chapter two: Economic development
Todaro (1999) and others (e.g. Kodakanchi et al., 2006; Dada, 2006; Furuholt and
Kristiansen, 2007) stated that economic development must deal with social, political and
institutional mechanisms, both public and private, necessary to bring about rapid and large
scale improvements in the standard of living for the masses of poverty stricken
malnourished and illiterate people of Africa, Asia, and Latin America. Furthermore, Meier
and Rauch (2005) believe that the study of economic growth in less-developed countries is
not as advanced as had been previously supposed. He stated that researchers are still trying
economy that is growing rapidly and an unhealthy less-developed country economy that is
The classification of development used by the World Bank divides countries into four
groups on the basis of income per capita according to countries’ Gross National Income
19
Chapter two: Economic development
Sometimes high-income countries are designated as developed countries or the North, and
countries or the South (World Bank Report, 2002). Moreover, the 134 Asian, African, and
In 1971, the United Nations designated 25 countries with a low per capita income, low
Since then, the United Nations has added other criteria to this list of marginalised
economies, including low levels of human development, natural handicaps, and low
economic diversification (Simonis, 1991; Blackwell, 1986). Yet there is still a concern as to
The 26 economies in transition (East Central Europe and the former Soviet Union,
OPEC;
Until recent years a country’s aggregate output, or GDP, was used almost exclusively as the
primary measure of economic development. Both comparative (i.e. between countries) and
20
Chapter two: Economic development
over time, growth in GDP per capita was commonly used to describe changes in well-being
(Ayres and Macey, 2005). Recognising the inadequacy of this measure of well-being, the
United Nations began to devise and collect other macro-level quantitative measures of
health, education, employment and housing in addition to real income data in the mid-
1950s. More explicit attempts at capturing the level of human well-being were made by
Morris (1979) and more recently in the UN’s HDI (DasGupta, 1993). Development
indicators suggest pronounced regional differences. The countries of Latin America tend to
be high up in the category medium human development. The countries of Asia also tend to
be in the medium development classification but lower down the ranking than countries in
Latin America. The category of low human development is almost entirely made up of
national development are still suffering from conceptual and measurement challenges. This
has led to a literature that is, in general, excessively focused on economic development
development of citizens (Holmes and Gutiérrez de Piñeres, 2006). Overall growth rate is
another economic development measurement. Growth rates being measured in PPP, HDI,
policymakers. These different measures always tell different stories (Todaro, 1999). To
remedy the failure of GDP to capture purchasing power inequality and to allow cross-
country comparisons, PPP equivalents were constructed. However, growth rates based on a
constant American dollar (USD) values often mask the distribution of wealth. Growth rates
21
Chapter two: Economic development
can increase dramatically but still fail to raise the overall well-being of the general
population of a country or region (Holmes and Gutiérrez de Piñeres, 2006; Ayres and
Macey, 2005). Other measures were constructed to address the fact that income alone is not
a sufficient measure of development. The physical quality of life index is a composite score
of life expectancy, infant mortality and literacy. The problem is that this measure reveals
more about the quantity as opposed to the quality of life. Anand and Sen (2000) claim that
it neglects other crucial factors, such as public care and social organisation, which also
economic development and growth is necessary to overcome all the weaknesses identified
by the existing methods to give a better understanding of the real situation in different
The global disparities in access to the Internet and other information and communication
technologies have led to a ‘digital divide’ between technological ‘have’ and ‘have-nots’
(United Nations, 2006; Furuholt and Kristiansen, 2007). The digital divide is a term often
used to describe disparities in opportunities to access the Internet between wealthy and poor
nations (Furuholt and Kristiansen, 2007) and can be categorised as global, regional or
national. At the national level, there is an urban-rural digital divide (Rao, 2005). This
division can be seen in developing countries, in particular those where a clear tendency of
increased concentration on information is seen to flow to urban and central areas (Wong,
22
Chapter two: Economic development
The new development economics has a relationship with the old growth economics of
classical economists (e.g. Smith, Malthus, Ricardo) a concern with the heavy variables of
capital population, and the objective of what Adam Smith termed the “progress of
opulence” in the progressive state. But the new development economists went beyond their
classical and neoclassical predecessors to consider the kind of policies that an active state
The post-World War II literature on economic development has been dominated by four
major and some times competing strands of thought; The linear stage of growth which
included Rostow’s stages of development; Theories and patterns of structural change; The
international dependence revolution and new classical, and free market counter-revolution
(Meier and Rauch, 2005). In addition, Todaro (1999) stated that, the emergence of a fifth
approach that has been witnessed - an approach called the new or endogenous theory of
economic growth. It was primarily an economic theory of development in which the right
quantity and mixture of saving, investment, and foreign aid were all that was necessary to
enable Third World nations to proceed along an economic growth path that historically had
been followed by the more developed countries (Meier and Rauch, 2005). Therefore major
23
Chapter two: Economic development
When interest in the poor nations of the world really began economists were caught off
guard. They had the experience of the Marshall Plan under which a massive amount of U.S.
financial and technical assistance enabled the war-torn countries of Europe to rebuild and
modernise their economies in a matter of a few years (Todaro, 1999). The linear stage
approach was largely replaced in the 1970s by two competing economic schools of thought.
The first focused on theories and patterns of structural change, and used modern economic
theory and statistical analysis in an attempt to portray the internal process of structural
change that a typical developing country must undergo if it is to succeed in generating and
sustaining a process of rapid economic growth (Sato, 2002). The second, the international
and structural economic rigidities, and the resulting proliferation of dual economies and
dual societies both within and among the nations of the world (Todaro, 1999; Mookherjee,
1999)
In Stages of Economic Growth (1962), Walter W. Rostow has set forth a new historical
synthesis about the beginning of modern economic growth (Nafziger, 2006). According to
the Rostow doctrine cited in Todaro (1999), the transition from underdevelopment to
development can be described in terms of a series of steps or stages through which all
24
Chapter two: Economic development
take-off into self-sustaining growth, the take-off, the drive to maturity and
the age of high mass consumption.
(Todaro, 1999, P 174).
Rostow’s precondition stage for sustained industrialisation includes radical change in three
non-industrial sectors:
specialisation;
In fact Rostow and others defined the take-off stage in a way that the more the country
saves, the faster it could develop. Moreover this growth would then be self-sustaining. The
main obstacle to, or constraint on, development according to this theory, was the relatively
low level of new capital formation in most poor countries. If a country wanted to grow, and
if it could not generate saving and investment of national income, it could seek to fill this
saving gap through either foreign aid or private foreign investment (Thirwall, 1994;
Todaro, 1999; Well, 2005). Thus the capital constraint stage approach to growth and
development become rational and an opportunistic tool for justifying massive transfers of
capital and technological assistance from the developed to the less-developed nations.
Unfortunately, the tricks of development embodied in the theory of stages of growth did not
always work. The Marshall Plan according to Miler et al., (2003), worked for Europe
because the European countries receiving aid possessed the necessary structural,
institutional, and attitudinal conditions to convert new capital effectively into higher level
25
Chapter two: Economic development
of output. However, at an even more fundamental level, the stage theory failed to take into
account the crucial fact that contemporary Third World nations are part of a highly
integrated and complex international system in which even the best and most intelligent
manufacturing and service economy (Mookherjee, 1999; Todaro, 1999). There are two
models, the Lewis Model and structure change and patterns theory. These will be presented
in turn.
overpopulated rural subsistence sector and a high productivity modern urban industrial
sector into which labour from the subsistence sector is gradually transferred. Finally the
level of wages in the urban industrial sector is assumed to be constant and determined as a
given premium over a fixed average subsistence level of wages in the traditional
The other structural theory is the structural change and patterns theory (Gregor and
Johnston, 2001). Structural change and patterns of development structural change involve
virtually all economic functions, including the transformation of production and change in
26
Chapter two: Economic development
the composition of consumer demand, international trade, and resource use as well as
change in socioeconomic factors, such as urbanisation and the growth and distribution of a
constraints, such as a country’s resource endowment, and its physical and population size
model views Third World countries as beset by institutional, political, and economic
rigidities, both domestic and international, and caught up in a dependence and dominance
Achieving a better future will require a new development model, one that goes beyond the
inadequate, since this approach has a very mixed track record and declining support
(Todaro, 1999). The idea behind this new development model is that basic services should
27
Chapter two: Economic development
strategies can enable the poor to become customers and pay for the services they receive,
services that will improve their quality of life and increase their productivity (Hammond,
Throughout much of the 1980s, a fourth approach prevailed, the neo-classical counter-
revolution in economic thought which emphasised the beneficial role of free markets, the
open economy and the privatisation of inefficient and wasteful public enterprises. Failure to
develop, according to this theory, is not due to exploitative external and internal forces as
intervention and regulation of the economy (Todaro, 1999). The neo-classicists contend
that slow or negative growth results from poor resource allocation from non-market prices
and excessive Less-Developed Countries (LDCs) state intervention. They argue that there
are items that effect economic growth such as promoting competitive free markets. Free
and will result in reducing production costs and lowering product prices. The following
items in Table 2.1 will spur increased efficiency and economic growth.
28
Chapter two: Economic development
Finally in the late 1980s and 1990s, a few neoclassical and institutional economists began
to develop the new growth theory. It attempts to modify an external traditional growth
theory in a way that helps explain why some countries develop rapidly while others
stagnate and why, even in a neoclassical world of private markets, government may still
have an important role to play in the development process (Todaro, 1999; Adelman, 1999).
The adoption of technology is not something that just happens to economies, it is a process
that countries need to consciously and actively promote and nurture, and for which certain
requires investment. In the case of capital creation, someone must use resources that could
have been devoted to something else in order to create, refine and put into practice a
productive idea (Well, 2005). James (1999) stated that a more rapidly the technology is able
to be adopted and put to work in an economy, the more rapid will be the pace of economic
29
Chapter two: Economic development
growth. Technology usually changes the way in which factors of production are combined
to produce output, thus affecting the process of economic growth (Well, 2005).
Thirlwall (1994), as well as others (Keng and Ali, 2001; Meier and Rauch, 2003; Well,
2005), believes that the larger the gap between a country’s technology, productivity and per
capita income on the one hand and the level of productivity in the advanced countries on
the other, the greater the scope for a poor country to absorb existing technology and to
catch up with richer countries as well as skipping over stages of domestic technological
development. Many countries have attempted to follow this diffusion path, at least
implicitly by hosting within their economies translational corporations, the major source of
cutting-edge knowledge, and yet they still have failed to become more developed, or either
their rates of economic growth and development have lagged behind other economies
which have not followed this strategy. The reason, as James (1999) stated, was that many
licensed technology have yet to create the requisite initial domestic technological culture
and the domestic capacity for technological autonomy that would permit them to capture
the benefit of tool and machine diffusion through learning and spread effects at the point of
production (James, 1999). Meier and Rauch (2005) argued that the actual technology in use
is thus circumscribed, first by the nature of world technology and then by the availability to
the country of known technology, and finally by the choice made among those available. If
30
Chapter two: Economic development
secondly recognising the potential and dangers of its own discoveries when applied to the
domestic economy (James, 1999). The relative importance of different factors contributing
to progress, and the speed of progress itself, will vary from country to country according to
its stage of development and a whole complex of social and economic forces (Thirlwall,
1994).
Nafziger (2006) argued that developing economies do not have a mobile and highly
favourable climate for enterprise. Neither do they have a high level of technical knowledge,
local ownership of industry, heavy reliance on direct taxes for revenue, a large number of
capital market, or a high saving rate. Therefore firms in developing countries have to think
of adopting one or more of several alternatives for obtaining new technology that may
yield a higher level of TFP (Total Factor Productivity). Meier and Rauch (2005) stated that
these alternatives are: the purchase of new equipment; direct foreign investment; the
purchase of technology licenses for domestic production of new products or the use of new
processes; the use of non-proprietary technology, including that obtained from purchasers
31
Chapter two: Economic development
of exports; the acquisition of knowledge from returning nationals who have been educated
or have worked in industrial countries and from nationals who remain in industrial
Countries at different levels of technical learning use the same technology at widely
varying levels of efficiency. Technical knowledge is acquired only at a cost and is almost
always incomplete. Less-developed areas can almost never acquire technical knowledge in
its entirety, as blueprints, instructions, and technical assistance fail to include technology’s
implicit steps. Learning and acquiring technology does not result automatically from
buying, producing, selling, and using but requires an active search to evaluate current
routines for possible changes (Nafziger, 2006). The LCD firms and governments obtain
technical knowledge through transfer from abroad as well as internal innovation, adoption,
and modification.
It is now widely accepted by policy makers, enterprises and society at large that ICT is at
the centre of an economic and social transformation that is affecting all countries. ICT and
globalisation have combined to create a new economic and social landscape. As stated in
UNCTAD (2003), in the late 1990s the US economy was able to grow faster than at any
time. This combination of strong economic growth and low inflation has been linked to the
diffusion of new ICT (UNCTAD, 2003). The G-8 2000 report stated that ICT is fast
becoming a vital engine of growth for the world economy. A recent study by the
32
Chapter two: Economic development
analysed the contribution of ICT to economic growth, as well as the impact of ICT-using
and -producing sectors compared with that of non-ICT sectors on economic growth and
labour productivity. The result was fairly conclusive evidence that suggested that
countries and also had a substantial positive impact on economic performance in other
technology did more than almost anything else to drive the last decade’s economic boom
and the integration of markets around the planet. The money spent on the digital
infrastructure that supports these burgeoning new services from the Internet servers to
fibre-optic networks has itself become a major engine of economic growth. Chan and Lee
(2001) add to the debate that the impact of investment in ICT on economic growth is
commonly regarded as a main driver of the new economy. Hawkins et al., (1998) believe
that ICT offers great benefits when ICT investment is combined with other organisational
assets, such as new strategies, new business processes, new organisational structures and
There is now growing agreement about the positive contribution of ICT to productivity
growth. Through the application of ICT firms will become more competitive, new markets
will be accessed and new employment opportunities created. All of this will result in the
generation of wealth and sustainable economic growth (UNCTAD, 2003). The contribution
of ICT capital to output and labour productivity growth has been significant and rising in
relative terms.
33
Chapter two: Economic development
Even so, the majority of developing countries face limitations on the development of their
economy stemming largely from low income levels, low literacy rates, lack of payment
systems that can support online transactions, and cultural resistance to online trade.
infrastructure is costly. In many cases, countries will need inflows of foreign direct
(UNCTAD. 2003).
Edwards (2001) adds that in order for ICT investment to be fully effective, it has to take
advantage of network externalities. This requires a large enough number of people and
organisations to make the investment and become connected to the network. But, he
emphasises this is not enough. Network externalities are fully exploited only when those
using ICT communicate among themselves effectively, rapidly and efficiently. This, in
turn, requires that users share similar levels of technical, analytical, and “problem solving”
skills.
With ICT established, many researchers were concerned about the possibility of developing
countries catching up and gaining new solutions for rapid development. Sachs (2006),
Director of Columbia University’s Earth Institute as cited in the OECD report (OECD,
2002) contends:
34
Chapter two: Economic development
The report explains that 15 percent of the world’s population are technological innovators;
about 50 percent with at least 2 percent of GDP being high-tech exports are technological
adopters. The rest of the world is technologically excluded. The report states that ICT, and
the Internet in particular, have created a bigger gap between countries (Hammond, 2001).
The Internet may be changing everything for those who use it, but it is doing nothing for
confirms that ICT can have a strong impact on labour productivity. However, some
macroeconomic and microeconomic evidence from the United States suggests that the role
of ICT may have evolved and affected multi-factor productivity as well for three main
reasons. First, the 1990s saw various regulatory reforms which led to further liberalisation
of the telecommunication sector. This has helped to increase competition, reduce costs and
enhance innovation. Second, technological innovations in the 1990s, e.g. fibre optics, high-
capacity and high-speed hard disk drives, digital subscriber line (DSL) technologies and
satellite technologies, greatly increased the volume and capacity of communications. Third,
and probably most important, convergence of the ICT sectors accelerated in 1994-95 with
the emergence of the Internet’s key infrastructure applications, the World Wide Web and
the browser, which greatly expanded the potential of ICT. At relatively low cost, these
technologies linked the existing capital stock of computers and communications systems in
an open network that significantly increased their utility (Hawkins et al., 1998).
35
Chapter two: Economic development
development model based on IT as shown in Figure 2.1 below. They argued that faster rates
of economic growth can be achieved using IT as the driving factor in the economic policies
infrastructures to support the development of IT. Most commonly some of the major
concerns to the advent of IT in such countries are the inability to invest in the IT field due
to poor financial infrastructure and inadequate human power with the knowledge of IT.
Higher productivity
Large foreign
investment
Information Faster
Government technology economic
policies growth
supporting IT
Social
awareness of IT
importance
Investment
Kodakanchi et al., (2006) explained that many multinational companies have recently been
investing their major capital in the IT field, especially in countries like India. A government
should facilitate such investments by making policies favourable to foreign investments and
inviting many foreign companies to invest in the IT field. But most of all a general
Kodakanchi et al., (2006) stated that the knowledge of IT should be enforced at the
educational institutes and various other steps can be taken by the governments to nourish
36
Chapter two: Economic development
the growth of IT awareness among the people. However, Kodakanchi et al., (2006) have
not raised the important issues of culture and customs in the adoption of ICT in most
developing countries. Neither have they raised many other aspects that deal with people’s
willingness to adopt such technology and the effect of international markets and
37
Chapter two: Economic development
After the socialist approach was implemented, the public sector in Libya dominated
activities. In the most radical of the measures, all private property rights were eliminated in
March 1978 (Anderson, 1999). In later years, most private trading, retail and wholesale,
was abolished. The only type of private sector activity that the government did not actively
seek to eliminate was small service firms (mostly self employed), which were not viewed
as inherently exploitative (Hochman, 2006). The central bank's credit policy was supporting
the government's policy to minimize the effect of private business by limiting credit
availabilities to the private sector and directed it instead to the state entities. However,
private investment and ownership were encouraged in the agricultural sector. The last phase
of the socialist period was characterised by an intensive effort to build industrial capacity
targeting diversified processes. In 1988, Libya took some steps towards liberalisation with
greater scope allowed to private enterprise, small scale industries and agricultural business.
In September 1992, a privatization law was passed, but this initiative had no impact on the
structure of the economy’s revenues and caused a serious decline in the economic activity
(The economist, 2004). Now with a relatively small population, the substantial oil revenues
gave Libya one of the highest per capita GDPs (US$6,800 in 2005) in Africa (Country
Review, 2006). Libya has 100 billion barrels of proved oil reserves and around 40 trillion
cubic feet of gas reserves. The cost of recovering the oil is low and the country is well
oil prices, and worsened in the 1990s as a result of United Nations-imposed economic
38
Chapter two: Economic development
sanctions. Since the lifting of international sanctions in 2003 and 2004, Libya has decided
economy. However, the country still faces the formidable challenge of overcoming the long
legacy of centralised economic management, excessive reliance on the public sector, and
According to The Economist (2004), Libya’s economy remains largely state-controlled and
undiversified, with three-quarters of employment still in the public sector and private
investment accounting for only 2 percent of GDP. However, in 2003 GDP grew by 9.1
percent, a sharp increase from 3.3 percent in 2002, reflecting substantial increase in oil
production and oil export revenues (The Economist, 2004). Furthermore, in 2004,
economic performance was satisfactory with real GDP growing 4.6 percent, mainly driven
by higher oil prices and increased growth in the non-oil sector with strong performance in
real GDP registering a growth of 3.5 percent. Contrary to previous years however, growth
in 2005 was mainly driven by the non-oil sector growth, which increased from 4.1 percent
Review, 2006). The International Monetary Fund (2005) stated that higher growth rates and
significant scaling down of the dominant role of the public sector, and the development of
the private sector. They expressed strong interest in these findings and, together with World
Bank, will take a leading role in assisting Libya to reform the economy.
39
Chapter two: Economic development
Libya is trying to attract international investors and develop non-oil businesses to drive
community has improved. To further integrate itself into the international society, Libya
has taken measures in economic and structural reforms including trade liberalisation,
allowing FDI in some sectors, the removal of customs duty exemptions enjoyed by public
enterprises, and the reduction in import tariff rates (Country review, 2006).
It can be argued that, Qaddafi's son, Saif al-Islam, was the driver of such changes. He
played an important role to bring the long-isolated country into the world economy (Reed,
2007b). He came to an agreement with Professor Michael Porter (Harvard business school
professor and the founder of Monitor Group), to develop methods to support Libya's private
sector (Reed, 2007). The Monitor Group has poured over the Libyan economy and mapped
out a strategy in a report for the next decade, focusing on energy, tourism, trade, and
construction (Reed, 2007b). The report resulted in the establishment of the Libyan
Economic Development Board (LEDB). The LEDB intends to diversify the economy away
from oil by promoting private business and entrepreneurship (Reed, 2007). The LEDB's
mandate is to clear away some of the obstacles to successful private businesses and thus
diversify the Libyan economy away from the state-controlled energy sector
(libyaninvestmnet.com, 2007).
Additionally, the Emerging Markets Monitor report (2007) indicated that Libya has
encompasses a national park, eco-friendly hotels, organic farms and the restoration of
40
Chapter two: Economic development
archaeological sites in the mountainous region of Djebal Al-Akhdhar and a drive towards
2.9 Summary
The study of economic development is one of the newest, most exciting, and most
deals with social, political and institutional mechanisms, both public and private, to bring
rapid and large scale improvements in the standard of living for people of Africa, Asia, and
Latin America.
national development are still suffering from conceptual and measurement challenges. This
has led to a literature that is, in general, excessively focused on economic development
development of citizens. However, the global disparities in access to the Internet and other
ICTs have led to a ‘digital divide’ between wealthy and poor nations.
major and sometimes competing strands of thought; The linear stage of growth which
includes Rostow’s Stages of Development; theories and patterns of structural change; the
international dependence revolution and new classical, and free market counter-revolution.
The emergence of a fifth approach (new or endogenous theory) has been witnessed. It was
41
Chapter two: Economic development
primarily an economic theory of development in which the right quantity and mixture of
savings, investment, and foreign aid were all that was necessary to enable Third World
nations to proceed along an economic growth path that historically had been followed by
Technology adoption is not something that just happens to economies, it is a process that
countries need to consciously and actively promote and nurture. The more rapidly a
technology is able to be adopted to work in an economy, the more rapid will be the pace of
economic growth.
secondly recognising the potential and dangers of its own discoveries when applied to the
technologies because of the shortage of economic drivers such as a mobile and highly
Kodakanchi et al., (2006) introduced an economic development model based on IT. They
argued that faster rates of economic growth can be achieved using IT as the driving factor
not have appropriate infrastructure to support the development of IT. Most commonly,
some of the major concerns with the advent of IT in such countries are the inability to
42
Chapter two: Economic development
invest in the IT field due to poor financial infrastructure and inadequate human power
43
Chapter three: E-Commerce
44
Chapter three: E-Commerce
Chapter three
E-commerce
45
Chapter three: E-Commerce
3.1 Introduction........................................................................................................................................... 47
3.2 Background ........................................................................................................................................... 47
3.2.1 Use of the Internet ............................................................................................................................... 47
3.2.2 Internet in developing countries .......................................................................................................... 48
3.2.3 Internet in Libya.................................................................................................................................. 50
3.3 E-commerce ........................................................................................................................................... 53
3.3.1 E-commerce categories ....................................................................................................................... 54
3.3.2 E-commerce in developing countries .................................................................................................. 57
3.3.3 E-commerce in Libya .......................................................................................................................... 60
3.4 E-government ........................................................................................................................................ 62
3.4.1 E-Government in developing countries ............................................................................................... 65
3.5 M-commerce......................................................................................................................................... 66
3.5.1 Mobile commerce in developing countries ......................................................................................... 68
3.6 Payment Methods.................................................................................................................................. 69
3.6.1 Payment in developing countries......................................................................................................... 71
3.7 Regulation and legislation .................................................................................................................... 73
3.8 E-commerce challenges......................................................................................................................... 74
3.9 Factors Influencing E-commerce Adoption ........................................................................................ 77
3.10 Summary.............................................................................................................................................. 81
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Chapter three: E-Commerce
3.1 Introduction
particular giving the example of Libya. Developing countries have a long way to go in
order to catch up with the developed countries, therefore the researcher critically evaluates
some of the issues that Libya is facing while adopting e-commerce. The chapter also
Payment systems and e-commerce regulation and legislation. Additionally, the chapter
summarizes internal and external factors that may affect e-commerce adoption in
developing countries
3.2 Background
In the developed world, the Internet has recently become a household domestic device and
its uses are becoming increasingly widespread, especially after the recent introduction of
broadband, which has greatly facilitated easy and fast access to the Internet. The Internet
has become immensely popular and a major channel for business. E-commerce has become
Internet technology has developed into a communication channel so large and powerful that
it cannot be ignored (Curtis and Cobham, 2008). Matrix Information and Directory Services
(MIDS) (1999) reported that there were 102 million people accessing the Internet world-
47
Chapter three: E-Commerce
wide. This number had increased from the estimate of 57 million in January 1997,
representing a close-to 100 per cent increase in numbers of people accessing the Internet in
just a year and a half (Skok, 2000). The number of Internet users around the world
surpassed 340 million in 2002 (Tan and Ouyang, 2004). Reaching 591 million people at the
end of 2002 (UNCTAD, 2003) and is estimated to reach over 1,200 million worldwide by
the end of 2007 (Internet World State, 2007). The 2007 estimates are shown in Table 3.1.
Usage
Population Internet Usage, % Population Usage %
growth
(2007) Est.) latest data (penetration of World
2000-2007
At the end of 2002, developing countries had 32 per cent of the world’s Internet users, up
from 28 per cent in 2001. If current trends continue, Internet users in developing countries
48
Chapter three: E-Commerce
that the difference between the developed and the developing world is most dramatic.
While in 2002 the number of Internet users per 10,000 people was 53 times larger in North
America than in Africa, in the same year the proportion between the numbers of Internet
hosts per 10,000 people living in those two regions was 984 to 1. In other words, the
relatively few people who use the Internet in developing countries compete among
the Internet, and they have access to little locally-hosted Internet content (UNCTAD,
2003). One could argue that one of the crucial issues relating to the poor use of the Internet
bandwidth availability is especially important for developing countries because, given the
2006). Over the last three years, the average African Internet user still enjoys about 20
times less capacity than the average European user, and 8.4 times less than a North
49
Chapter three: E-Commerce
Internet access in Libya is becoming increasingly more popular, with the emergence of
Internet cafes, which have become one of the favourite pastimes of young Libyans. Most
companies now have accounts, and private access from home is becoming available. It is
anticipated that Libya will see a similar growth in cyber technology as seen in other North-
African markets (The Information Department of the Great Gamahiria, 2006; Doing
Most of Internet services in the country are delivered by the Libya Telecom and
Technology Company (LTT) - the only authorised Internet Service Provider in the country.
50
Chapter three: E-Commerce
also connected to Italy by a fibre optic cable with a capacity of 150 MB and a bandwidth of
Accessing the Internet through a dial-up connection is considered to be one of the cheapest
and most popular means of connecting to the Internet (Young, 1999), the number of
subscribers to this service in Libya in 2006 was around 55,000 according to LTT internal
documents. This service is provided through access servers spread wide throughout most of
Libya's main cities (Tripoli, Musratah, Zawia, Khoms, Zletin, Benghazi, Surt, Houn, Sabha,
and Biniwaleed). In Tripoli the dial-up connection is good with rates of about 33 kbps, but
end users have to endure some problems due to the line conditions, mainly humidity and
cable disconnection. Large cities have adequate dial-up connection status, but in some
small towns, the poor connection of landline and ICT infrastructure prevents users from
using the Internet (Doing business and Investment in Libya, 2005; The Information
Department of the Great Jamahiriya, 2006). Table 4 shows the number of Internet users
Another service provided in the country is Asymmetric Digital Subscriber Line (ADSL).
The charge for dial-up and ADSL services in Libya are high compared to other service
providers. However, as summarised in Table 5.3, the cost of Internet connection is falling
dramatically for all services along with providing better quality and higher capacity. As an
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Chapter three: E-Commerce
example of the above, the dial-up cost is 0.4 Libyan Dinar (L.D) (£0.2) per hour in 2006
compared to 4 L.D (£2) in 1999 (LTT, 2006). The charge for ADSL in 2006 was 50 L.D
(£25) per month along with a one-time installation fee of 150 L.D (£75).
1999 4.0 -
2000 2.0 -
2001 1.5 -
2002 0.7 -
2003 0.7 -
2004 0.7 -
2005 0.7 50
2006 0.4 50
Company. LTT internal documents acknowledge that the service provided could be
delivered using xDSL or ATM access. The LTT documents argued that using ATM could
enable organisations to use Voice and Video conferencing. Leased-line services are
available at different speeds ranging from 256 kbps up to 8Mbps see Table 3.4
Table 3.4 Leased Line Capacity and price, Source: LTT, 2006
Leased line
Year
64 kbs 128 kbs 256 kb 512 kb 1m 2M 4M 8M
1999 45,000 58800 - - - - - -
2000 13,200 25650 - - - - - -
2001 13,200 25650 - - - - - -
2002 12,000 29000 55,000 85,600 112,700 134,300 - -
2003 - 29000 55,000 85,600 112,700 134,300 - -
2004 - 29000 55,000 85,600 112,700 134,300 - -
2005 - 29000 55,000 85,600 112,700 134,300 260,000 -
2006 - - 9,000 16,800 32,400 60,000 110,000 200,000
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Chapter three: E-Commerce
The cost of leased-line, as with other costs, has fallen dramatically, e.g. 9000 L.D (£4,500)
in 2006 for 265 kb reduced from 55,000 L.D (£27,500) in 2002 as shown in Table 3.4.
In addition, Wireless Networking Services are available in the country from LTT. An LTT
internal document stated that highly secure wireless broadband-products are deployed in
Libya by public and private enterprises, government and educational institutions, and
solution, is available in the country provided by many companies offering one-way and
two-way connection. However, the only authorised company to provide the service is LTT.
Libya’s biggest demand is for one-way (receiving) services. Two-way (receiving and
sending) service requires a special usage permit. Only some government companies have
the permit to use two-way services. Oil companies need it for their oil fields that are located
in the desert to provide connectivity to their network. (The Information Department of the
E-commerce is the concept of conducting trade and retail business online through the use of
secure websites. It constitutes the exchange of products and services between businesses,
groups and individuals (Davis, 2003). E-commerce technologies allow for instant access to
more data and opportunities than ever before because they extend across the globe and
reach people in almost every nation. With the immense networking and
53
Chapter three: E-Commerce
ventures. The ability to promote and sell products and services online allows even the
smallest firms to profit with very little capital or overhead (Jasper, 2000).
With the latest computerisation and IT Internet technology, the future of international
business for all personal or commercial investment companies involves e-commerce and all
it has to offer. There are three main issues within e-commerce, including immediate access
technology and the opportunities provided by e-commerce that allow for personal or
business involvement through the Internet (Young, 1999; Mujahid, 2000; Lawrence, 2001).
looking at the nature of the participants in the e-commerce transaction. The major e-
UNCTAD (2003) argues that in 2001, annual B2B online sales in the United States
amounted to $995 billion, or 93.3 percent of all United State e-commerce. Private-sector
estimates of the value of B2B trade in the European Union put it at between nearly $185
billion and $200 billion for the year 2002. In the Asia-Pacific region, it grew from about
$120 billion in 2002 to around $200 billion in 2003 and $300 billion by 2004. According to
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Chapter three: E-Commerce
UNCTAD (2003), African B2B e-commerce in 2002 was expected to amount to $0.5
billion in 2002 and $0.9 billion in 2003, with South Africa accounting for 80 to 85 percent
The North American online retail market was anticipated to grow 45 percent in 2001 to £65
billion for B2C, according to a joint study conducted by the industry group Shop.org and
the Boston Consulting Group (cited in Patton, 2001). In the second quarter of 2004, eBay,
the leader in online consumer auctions hosted 332 million listings, with 8.0 billion dollars
of goods trading on the site. Some of the technologies developed by pioneers in this
medium (e.g. eBay and Onsale.com) have already found interesting applications in the B2B
space as well. The government market is strikingly similar to B2B. As Furth (2001) says: if
the 20 percent cost saving claimed by B2B proponents can replicated in B2G, the
implication for tax payers as well as market entrants will be enormous in this $1.5 trillion
market.
E-commerce has the potential to radically alter existing economic and social structures and
arrangements. Not surprisingly, it has become a major pre-occupation of policy makers and
business over the last few years (Davis, 2003). The two main crucial driving forces behind
the new economy are the Internet and e-commerce (Wong and Seok Ling, 2001).
55
Chapter three: E-Commerce
transition to e-commerce, investments are required in the social infrastructure and skills to
enable people to use the technology in a way that is compatible with the local
The Internet has also been at the heart of a further deepening of ICT investment, by making
possible a sharp increase in the quality and functionality of existing ICT equipment. It
creates an environment that substantially lowers the entry barriers for e-commerce, in part
infrastructure. It has been argued in the OECD report (2003) that earlier forms of e-
commerce among firms required established relationships, expensive and complex custom
software, and dedicated communication links and, in many cases, strictly compatible
equipment.
Additionally, Hawkins et al., (1998) argued that e-commerce provides extra benefit to the
agricultural sector by providing better information about market prices and has fostered the
emergence of new online commodity markets. In construction, it reduces the need for
it generates new efficiencies by reducing procurement costs and improving supply chain
management. Its role in the services sector is linked to qualitative aspects of products, such
as convenience and customisation, thereby reducing costs and delays and increasing
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Chapter three: E-Commerce
A significant amount of the Third World is already partially developed and a sustainable
amount of the population has a demographic profile similar to that of the west (Goldstein
and O’Connor, 2000). The Third World is also a great reservoir of untapped talent, which if
helped, would flourish rapidly, joining and contributing to the developed world’s economy
markets and to reduce barriers to market entry is a theme which is heavily emphasised in
the burgeoning literature on the “promise” of e-commerce for developing countries (WTO
2001; OECD 1999; Goldstein and O’Connor 2000; Mann 2000; UNCTAD 2000, 2001).
The WTO (2001) claimed that e-commerce would facilitate low cost access to international
bidding and supply processes for developing country firms, and to market information such
as import restrictions, customs’ regulations, and potential demand. Several authors have
mentioned the potential of e-commerce for expanding the markets of developing countries’
firms, either through online intermediaries or directly through the use of corporate websites
(Choi et al., 1997; WTO, 2001; OECD, 1998a; Panagariya, 2000; WIPO, 2000; UNCTAD,
2001). According to the WIPO (2000), e-commerce provides developing country producers
with opportunities for accessing new international markets at low cost and minimal capital
investment, for improving competitiveness and customer services, and for reducing
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Chapter three: E-Commerce
costs, and isolation from potential markets (April and Cradock, 2000; Cohen et al., 2000;
developing countries to enhance their international profile and to develop direct one-to-one
trading relationships with international buyers and sellers. It can also expedite the ability of
The use of computers and the Internet for business are not widely understood in many
developing countries, let alone e-commerce. Being part of global e-commerce processes
payments, and shipping that are beyond the current limited capacity of most businesses
(Cohen et al., 2000). Moreover, during the ‘dot-com’ bubble, expectations of e-commerce
were raised unrealistically high by reports in the mass media and, together with the lack of
success of early adopters; many entrepreneurs are now sceptical of its relevance to
B2B e-commerce offers two important advantages for firms in developing countries. First,
marketing channels, so access to global markets is made easier. Second, by amplifying and
making market channels more efficient, B2B e-commerce should enable developing
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Chapter three: E-Commerce
country firms to retain a larger share of the final consumer-price of products (Humphrey,
2002).
Since the late 1990s, an increasing number of developing countries have followed the
example of developed countries and launched their own national ICT programmes and
strategies. These cover a broad range of policy areas, such as awareness raising,
training, changes in legislation, and e-government (UNCTAD, 2003). The report stated that
developing countries may be better to focus on shared-access models than on connecting all
households, which would require large amounts of funding. For example, the use of ICT
and the Internet can be broadened by setting up public access points or facilitating the
provision of free Internet access in all public schools, universities and other public locations
such as libraries, and by establishing tele-centres throughout the country (UNCTAD, 2003).
Therefore, enhancing awareness and public understanding about the benefits of ICT is often
an important starting point in a developing country’s policy planning. Other priority areas
for developing countries are basic access to ICT, low-cost hardware and software, and the
Internet content leads most people to purchase online from foreign sites (mainly in
developed countries) rather than local or even regional sites (World Bank, 2004; UNCTAD,
2003).
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E-commerce is still in its infancy in many developing countries. Developing countries need
cases, countries will need inflows of FDI to improve domestic infrastructure. This means
put in place policies to ensure an appropriate investment climate for Foreign Service
providers (UNCTAD, 2003). Moodley et al., (2002) conducted an in-depth quantitative and
qualitative analysis of the use of B2B e-commerce by manufacturing firms in South Africa.
The study was based on 120 firm-level interviews and 31 interviews with industry experts.
The evidence indicates that the incidence of use is fairly low. Although 87 percent of the
firms had access to the Internet, only 49 percent had a corporate site and only 22 percent
E-commerce should increase the efficiency of Libya’s economy to make their products
higher quality and their customer-service more efficient. Additionally, it should also create
artificial barriers that the Libyan society will have to find ways to solve by adjusting their
effectiveness and efficiency of the Libyan government and improve its relationship with the
public and private sectors of the local economy. E-commerce is rapidly changing the
foundation of the Libyan government policies and improving their online communication
According to Business Middle East (2002), rising demand in fixed-line, mobile and Internet
service, Libya has a long way to go to catch up with its poorer neighbours like Egypt and
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Tunisia. The Libyan government owns and operates both the fixed-line and mobile network
systems. The postal system is also nationalised with post-office boxes in all the large
towns. According to The General People’s Committee for Tourism (2006) international
postal services to Libya can be slow. The average time for airmail is around 7 to 12 days.
Surface mail can take considerably longer. There is no guarantee that mail will be
delivered, therefore using a good courier service for delivery for business correspondence is
recommended (The General People Committee for Tourism, 2006; eBiz Libya, 2007). The
country has only around 605,000 fixed lines for a population of 6.3 million, and only
40,000 mobile users (a penetration rate of less than 1 percent) and 10000 Internet service
subscribers. However Libya has developed significantly, as demonstrated in Table 3.5, the
percentage of people having landlines in 1995 was 5.9 and it had doubled in 2002 by
almost 10 percent. The same issue applies to mobile technology; the Libyanna Mobile
Technology Company argued that the subscriber numbers to its service exceeded one
million, where dial-up subscribers according to LTT internal documentation reached 55,000
in 2006. Generally growth and development are slow, but not because of any lack of
demand. Internet cafés are spreading rapidly, with more than 50 in Tripoli alone.
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Internet users are mainly young people and teenagers who surf the Internet mostly for
leisure and entertainment rather than shopping around or hunting for bargains. Several
Consumers are not yet heavily involved in using the Internet and become e-
commerce customers.
E-commerce is only a threat to traders who do not offer good services to their
Furthermore, the announcement of the lifting of Custom tariffs on more than 3,500
imported commodities could result is reducing the cost of products which will reduce the
Intelligence Unit Limited (2005), the average tariff rate was almost 22 per cent, but this
disguised an extremely complex system of tariffs, ranging from zero to 425 per cent. The
latest move will undoubtedly contribute to lower prices, and help curb bureaucracy, reduce
3.4 E-government
Since the mid-1990s governments around the world have been executing major initiatives
in order to tap the vast potential of the Internet for the distinct purpose of improving and
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perfecting the government process. Like the personal computer, the Internet has become an
government is the birth of a new market and the advert of a new form of government that is
a powerful force in the Internet economy, bringing together citizens and businesses in a
Daniel (2002), e-Procurement is among the ُE-government services that will allow
transparency in the bidding process for projects and supply and give opportunities to
smaller businesses, which otherwise are not able to bid on big government procurement
projects. Also, once the e-government strategy of a country has been formulated, agencies,
bureaucracies and public services will be aligned towards promoting those sectors which
have been pinpointed for growth. Additionally, a working group (2002) stated that there are
many possible reasons and goals for e-government which could be categorised as:
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Federal and state government business is an institution in and of itself. E-commerce has
strikingly similar to B2B. Government-to-consumer business has done well. For example,
paying for a speeding ticket and a renewing driver’s licence online have paid dividends to
E-government services are designed to increase the efficient flow of information between
government bodies of different nations. These services may utilize some of the components
of G2C and G2B services but generally require more direct access to databases and
There are several key factors that define the core areas of an enabling e-government
environment. Yet because the visions, goals and policies that encompass e-government
vary considerably among practitioners and users, comparative indicators may not always be
precise. Several proven indicators, however, do exist that are representative of a country’s
capacity to launch, sustain, perfect and promote an effective e-government program and
PCs, Internet hosts, and telephone lines are indispensable, as without these technologies a
content, access patterns, online services and official information, give only a partial account
government can serve a variety of different ends: better delivery of government services to
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citizens, improved interactions with business and industry, citizen empowerment through
can be less corruption, increased transparency, greater convenience, revenue growth, and/or
cost reductions.
The government context for e-commerce affects businesses in three ways. First, in most
countries, the government is one of the largest buyers of goods and services. Many
governments also make sure they buy a share of their goods and services from domestic
wide variety of services, from customs clearances to business licenses. Today the length of
time needed to obtain these services and, in some cases, the lack of transparency in the
process can and often does thwart SMEs efforts to compete internationally. To the extent
that governments in developing countries can improve the efficiency and transparency of
these business services, the better its SMEs will be able to compete internationally (Payne,
The UNCTAD (2003) report, recommends that governments in both developed and
developing countries play an important role in promoting and facilitating the development
of the information society and economy. Above all, governments should lead by example
that have enjoyed fast growth in ICT, government has been closely involved in promoting
ICT development. Governments play an important role as leaders, especially at the earliest
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stages, by providing vision, raising awareness and making ICT development a national
3.5 M-commerce
services via computer networks. Thus, a primary distinction between M-commerce and e-
commerce lies in the differences between transactions and access. E-commerce is oriented
toward supporting and realising transactions. However, the wireless protocol originally
has not fulfilled its technological promise, so the most distinctive feature of M-commerce
that has emerged in many of the larger mobile markets is the facilitation of enhanced
information network access (Laoudon and Traver, 2003). M-commerce has two major
on the fact that users carry a cell phone or other mobile device everywhere they go so that
with M-commerce people can be reached at any time (Turban and King, 2003).
There are a variety of Internet-like applications available for today’s mobile phones. WAP
commercially launched by many operators in 2000 and allows mobile phones to browse the
Internet. WAP technology provides an effective solution for accessing the web in the short
term and realising Mobile Websites (MEB) in the long term. Through the use of WAP
devices, such as WAP phones, people can keep in touch with the Internet world anywhere
and any time. It is expected that this will lead to the development of many innovative M-
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Commerce services. Users access websites specially adapted to fit the screen size of a
mobile phone (Chan and Lee, 2001; Effy, 2002; Minges, 2007).
M-commerce should be recognised as a unique business opportunity with its own unique
commerce channel (Minges, 2007). Most wireless companies will be charging their
customers an extra fee for data-time instead of air-time, which means that users can have a
dedicated connection to the Internet with cell phone and only be charged when data are
sent. This allows a business people to stay online with their wireless devices connected to
their payment terminals at all times, and only be charged when they key in a transaction
(Effy, 2002).
Mobile finance applications are likely to be one of the most important components of M-
commerce. These applications include mobile banking, bill payment services, M-brokerage
services, mobile money transfers, and mobile micro payment. These services could turn a
mobile device into a business tool, replacing banks, ATMs, and credit cards by letting a
user conduct financial transactions with a mobile device (Turban and King, 2003). Wireless
payment systems transform mobile phones into secure, self-contained purchasing tools
capable of instantly authorising payments over the cellular network for goods and services
amounts, can be implemented in a variety of ways. One way is that the user could make a
call to a certain number where per-minute charges equal the cost of the vending item; this
method transfers money from the user’s telephone bill to the vending provider’s account.
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Another way to perform micro-payment is by using prepaid cards purchased from a service
provider, bank, or credit card company. Attaching a smart card with prepaid money on it to
a mobile device is another option. Furthermore, in addition to paying bills with cheques or
through online banking, one can pay bills, such as MasterCard or utility bill, directly from a
cell phone. This can be done via bank, a credit card, or a prepaid arrangement (Chan and
M-commerce might be the solution for developing countries to overcome ICT and
broadband problems that because the use of wireless device enables the user to receive
information and conduct transactions anywhere, at anytime (Chan and Lee, 2001). Wi-Fi
(Wireless Fidelity) “hot spots” (places where Wi-Fi enabled computers can connect to the
Internet) are proliferating in airports, railway stations, hotels, cafes and other public spaces,
mainly in the United States and Western Europe. Besides its applications for private users,
the technology can be useful for people who work on the move and need to connect to their
offices. In industries such as manufacturing, logistics and retailing, and thanks to electronic
“tags” that can be attached to products or components and beam information about their
location or functioning, Wi-Fi can be used to manage various aspects of production and
While Wi-Fi technology clearly offers significant benefits to Internet users and strong
growth in its use can safely be anticipated, specific business models for its commercial
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exploitation are only starting to be developed. For developing countries, Wi-Fi technologies
deploy, at least in urban areas. In the words of Kofi Annan, one time Secretary-General of
Payment systems constitute part of the basic structure of a country’s economy and financial
markets (Dajankov, et al., 2003). Electronics and information technologies are rapidly
changing the banking and financial services industry. Online banking and electronic
payment systems are new, and the development and diffusion of these technologies by
financial institutions is expected to result in a more efficient banking system (Awad, 2004).
This technology offers institutions alternative and better delivery channels through which
banking products and services can be provided to consumers (Panopoulou, 2001). The
business of banking has been dramatically altered over the past twenty years, as
rate and currency options and swaps, and financial futures. Credit cards, debit cards,
automated teller machines, cash management accounts, electronic fund transfers, point of
sale terminals are also part of this world-wide process of change which began in the 1960s,
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has been sustained over two decades, and continues to re-shape the nature of banking and
Very important long-term technical changes are beginning to affect the payment systems,
especially the continuing decline in computing costs and the physical size of powerful
technologies. The widespread availability and acceptability of computers both at home and
in the offices has accelerated the process. At the same time, the cost of communications has
been falling dramatically, broadly opening up markets world-wide. These trends have a
marked impact on the payment systems and they offer potentially significant avenues for
improvement of the efficiency of existing arrangements and for the creation of new
However, the dominance of small payment systems by the banking industry is being
entities provide these services. In fact, the competition for the provision of payment system
mechanisms has turned monetary value transfer into a commodity. The banking industry
has trailed other industries in developing and offering electronic money payment systems
for small-value transactions (Sifers, 1997). The Internet opportunities have attracted a wide
range of players, from big and established organisations such as MasterCard, Visa,
Microsoft, and the major banks, to newcomers such as Digi-Cash, Cyber-Cash and First
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Electronic payment systems developed for transferring bank payments between the banks
are becoming increasingly common in all industrialised countries. They speed up payments
transfer and improve the quality of payment transmission. Compared with traditional
methods of transmitting payments, the new systems involve significant economies of scale
and rationalisation gains. It would hardly be possible to increase the volume and value of
the same time, the implementation of new payment systems is helping to enhance the
planning and monitoring of bank liquidity. As the systems require large investments, they
also call for co-operation between banks and participation by the central bank (Llewellyn,
1999). In case of payment systems, the banking sector has succeeded well by coming up to
expectations set by the fast developing market needs and other areas of society.
Globalisation and faster communication have caused some changes in payment methods.
Credit cards and travel cheques, as well as Internet payments, have been some solutions
from the banking side to secure its position in financial markets in previous years
Only the upper classes in developing countries use credit and debit cards to pay for their
shopping as a way of showing their class (UNCTAD, 2003). Similarly in the some other
parts of the world, especially in Asia and Latin America, credit cards are not a widespread
common feature in society (Ocampo, 2001). Therefore, to expect many sales on the Internet
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the Internet in a foreign country that does not use credit card as payment method (Pons et
al., 2003).
countries, entrepreneurs are not able to accept credit card payments over the Internet due to
legal and business concerns. The primary issue is transaction security. The absence or
Hence, banks with e-banking operations employ service agreements between themselves
and their clients (Humphrey et al., 2003). Innovations affecting consumers include credit
and debit cards, automated teller machines (ATMs), stored value cards, and e-banking.
Innovations enabling online commerce are e-cash, e-checks, smart cards, and encrypted
credit cards. These payment methods are not popular in developing countries. They are
Innovations affecting companies pertain to payment mechanisms that banks provide for
their clients, including inter-bank transfers through automated clearing houses allowing
payment by direct deposit (Andam, 2003). The payment schemes available for online
involve submitting purchase orders online. Payment is by cash upon the delivery of the
physical goods and bank transfer payments; after ordering goods online, payment is made
by depositing cash into the bank account of the company from which the goods were
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One of the most controversial sides to the increase of e-commerce on the Internet is that
there is no regulation of goods, allowing pornography, piracy of products, and other illegal
actions to create security and legal issues that may never have total solutions (Davis, 2003).
Much of the concern to date on the civil side has resolved around threat to privacy,
intellectual property rights, the prospect of universal defamation and the implication for
national tax collection. On the criminal side, there are concern about the security of
network systems and unauthorised access and denial of service attacks, concerns about the
availability of indecent, obscene and racist content, concerns about the use of computer
technologies for traditional property offences such as theft, and fraud, and concern about
publishing hate speech and online talking (Beynon-Davies, 2002; Akdeniz, 2000; Reed,
2004). Governments have been involved primarily in finding ways to put some regulation
into the security issues of the Internet. Recently, many United Staes congressmen and other
political officials have increased their concern over the amount of unsolicited products like
pornography that are constantly being sent to global emails through direct marketing
(Fredricks, 2001).
Even though, copyright laws are carried over to e-commerce products and sales; there will
be many changes in the online marketplace for information goods. Since people cannot
make copies of material available on their own and sell them without the permission and
copyright agreement in retail outlets, they should not be able to do that with videos, movies
and books or other products sold online through e-commerce (Vernon, 2000). However,
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regulation and prevention of these problems is very difficult for individual governments to
do. The Internet may make it necessary for world governments to regulate its usage and
protect the rights of manufacturers whose products have been pirated and sold for profit
(Brinson et al., 2001; Reed, 2004). The same rights that apply to the real business world
must also apply to the virtual and digital world of e-commerce, by using a combination of
cryptographic techniques and laws guaranteeing that unauthorised copies of digital products
cannot be made. The ease of transactions on the Internet would then force major changes
(Fredricks, 2001).
Much has already been done in the non electronic environment to protect individuals
against organisations holding information on them, the most notable of these being the
‘Data Protection Act 1998’ which deals with what information can be held by an
AltaVista, America Online and Microsoft, are operating under the TRUSTe seal (they call
it a “trustmark”) which appears at the bottom of an e-tailers website. Its members hope that
customers will use the TRUSTe seal as an assurance of their privacy policy, credit card
The Internet does not only deal with money, but also with large databases, full of vital and
sometimes top secret information that companies, organisations and governments have
within their own environment. Also, the Internet can be easily characterised as an FDI
(Foreign Direct Investment) tool. Companies apply different strategies of how to enter a
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foreign market, expand their operations and become multinationals. Companies do that in
order to create a competitive advantage over other companies. Such firms gain competitive
advantage by exploiting new resource; low labour-costs, cheap raw materials, the country’s
The revolution of e-commerce brings along some challenges, not only for the firms, but for
of the business structure. Firms going digital need to consider restructuring their entire
business or even creating a new one. They need to implement new management processes,
changes in their business culture and follow different procedures for managing their
employees. Also, they need to create a new structure for information systems, networked
processing functions and most importantly, they will need to change their entire business
All E-businesses, in order to co-ordinate their online transactions and business activities as
well as the potential linkage with other firms within its industry, need to build a very strong
IT infrastructure. IT infrastructure has the power to connect the firm with infrastructures of
other organisations while bringing down barriers and creating a new ‘business global
village’ (Chaffy, 2002). However, digital firms have to select the most suitable Internet
technology that is compatible with their business processes and data structures. There are
different kinds of hardware and software tools that can be used for different business
applications. Therefore, the firm must choose the right set of technologies for its IT
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and introduces new systems, applications and hardware. A company has to keep up with the
technology pace in order to create well functioning business processes among customers
and suppliers via the Internet. This requires the reconstruction of information architectures
and IT infrastructures. According to Mitchell et al., (2004) there are five basic problems
Loss of management control: The end users are becoming more independent,
capable of collecting, storing and handle software. This occurs due to the lack of a
connectivity problems.
savings that did not occur are generating problems. These costs are generated from
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Scalability, reliability, and security: The increased load of data transactions and
storage as well as the traffic of applications such as audio, streaming video and
This is done to primarily take advantage of lower labour and raw material costs (Brinson et
al., 2001). Therefore, Governments must bring down the different barriers that impact on e-
commerce, such as taxation, extensive regulation and censorship; and allow e-commerce to
creation of a legal framework for doing business on the Internet (United States
Government, 2004). Additionally, e-commerce will open the market for highly skilled
workers. From the expansion of e-commerce this demand will increase and it will
significantly change the labour market. All the skilled workers that are living in countries
that cannot comply with the salary and technology requirements will migrate to more
developed countries that can easily accommodate their needs and demands (United States
Government, 2004).
Radaideh and Salim (2004) introduced factors of e-commerce adoption decision in a case
of developing countries as shown in Figure 3.2 below. They argue that there are critical
factors affecting the adoption of e-commerce by firms which are classified into two main
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categories; internal and external factors. Internal factors are within the firm and external
Internal factors are IT readiness which refers to the level of IT usage within the firm. This
and migration from legacy system (Graham and Cobham, 2006). The second internal factor
category refers to the firm’s financial readiness. Graham and Cobham (2006) argued that
adoption project. The major cost of e-commerce adoption is the cost of educating and
training management and employees to use e-commerce (Graham and Cobham, 2006).
Another concern of the top management is the losses of productivity due to abuse by IT
staff readiness factor category refer to the IT and e-commerce literacy level inside the firm.
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Management support is another important internal factor category. Graham and Cobham
(2006) state that this category represents the extent to which the top management
(Grover, 1993; Thong, 1999; Godenhielm, 1999; Tabor, 2003). The firm’s internal culture
refers to the collaboration level and style among the different managerial levels and team
spirit and dedication to the business processes. Firm size is one of the main reasons for not
adopting e-commerce. Large firms have more resources and infrastructure to facilitate
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There are several external factor categories to be considered. The first two categories
include pressure exerted by competitors on a firm. Tabor (2003) argues that competitive
intensity increases the need for e-commerce adoption by firms. The competition leads to
environmental uncertainty and increases the need and rate of adoption. Allen (2000)
considered an important category. They stated that the industry to which the firm belongs
affects the adoption decision. The nature of government is among the most important factor
groups affecting e-commerce adoption. Ranganathan, (2003) argues that government needs
to build knowledge and set standards. Policies and regulations are also important factors at
Radaideh and Salim (2004) explained the main factors affecting e-commerce adoption in
developing countries but did not develop a solution for e-commerce adoption. Another
matter to be addressed is that they separated the external and internal factors as different
issues where in reality these two factors are interrelated, for example IT readiness depends
on the external and internal factors together and can not benefit the organisation if one is
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3.10 Summary
transition to e-commerce, investments are required in the social infrastructure and skills to
allow the use of the technology in a way that is compatible with the local circumstances,
country producers with opportunities for accessing new international markets at low cost
and minimal capital investment, for improving competitiveness and customer services, and
for reducing transaction costs and overheads. It also enables producers to overcome
Being part of global e-commerce processes requires knowledge of many complex systems
including online promotion, international payments and shipping that are beyond the
have followed the example of developed countries and launched their own national ICT
programmes and strategies. These cover a broad range of policy areas, such as awareness
force training, changes in legislation, and e-government, yet they have failed to adopt it
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For Libya, e-commerce is rapidly changing the foundation of the Libyan government
policies and improving their online communication strategies for expanding their economy.
Even though, Libya has a long way to go to catch up with its poorer neighbours like Egypt
and Tunisia. The government owns and operates both the fixed line and mobile network
systems. The postal system is also nationalised. International postal services to Libya can
be slow and there is no guarantee of delivery. The country with a population of 6.3 million
has only around 605,000 fixed lines, one million mobile users, 55,000 dial-up subscribers
in 2006. Most of the Internet services in the country are delivered by the Libya Telecom
and Technology Company (LTT) the only authorised Internet service provider in the
country. The charge of the service in Libya is high compared to other service providers.
However, the cost of Internet connection is falling dramatically. Internet users are mainly
young people and teenagers who surf the Internet mostly for leisure and entertainment.
Payment systems and regulations for e-commerce are important issues in developing
countries; only economically advantaged people use credit and debit cards to pay for their
shopping as a way of showing their class. The payment schemes available for online
involve submitting purchase orders online. Payment is by cash upon the delivery of the
physical goods and bank transfer payments. In Libya, cards and electronic payments had
not been introduced at the time of writing this thesis. To expect many sales on the Internet
the Internet in a foreign country that does not use credit cards as a payment method. Also,
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other illegal actions to create security and legal issues that may never have total solutions.
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Chapter four: Toward a theoretical framework
Chapter four
Towards a theoretical
framework for e-commerce
Drivers and Barriers
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Chapter four: Toward a theoretical framework
4.1 Introduction........................................................................................................................................... 87
4.2 Drivers and Barriers ............................................................................................................................. 87
4.2.1 Cost ..................................................................................................................................................... 90
4.2.2 Payment Systems ................................................................................................................................ 92
4.2.3 Legislation and Regulation.................................................................................................................. 93
4.2.4 Infrastructure ....................................................................................................................................... 95
4.2.5 Culture and Religion ........................................................................................................................... 96
4.2.6 Government......................................................................................................................................... 97
4.2.7 Employment ........................................................................................................................................ 99
4.2.8 Competition....................................................................................................................................... 100
4.2.9 Traditional business .......................................................................................................................... 101
4.2.10 Economic Activities ........................................................................................................................ 102
4.3 The E-commerce Drivers and Barriers Model (1) ........................................................................... 104
4.5 Summary.............................................................................................................................................. 107
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4.1 Introduction
information, and the growing dominance of technology in everyday life. This chapter
examines the drivers, benefits and barriers of e-commerce taking extracts from the
literature review chapters (chapters two, three and four) and developing a theoretical
It has been argued in chapter three, that the Internet has the ability to lower some of the
entry barriers to global trading, e.g. geographical location and differing time zones. E-
commerce is expanding rapidly and has facilitated changes by significantly reducing the
costs of outsourcing and co-operation with external entities. E-commerce has helped to
commerce is a key technology for speeding up the innovation process, reducing time scales,
fostering greater networking in the economy and making faster diffusion of knowledge and
ideas possible. New Economy (2002) argues that e-commerce has played an important role
in making science more efficient and linking it more closely to business. Using the Internet
to lower communication costs and reduce time-to-market for goods and services exports
makes it a very valuable medium for firms engaged in international trade. The ability of e-
commerce to deliver information of almost any sort in digital format at low cost offers
significant efficiencies that firms can pass on to customers in the form of lower prices. It
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can also help manage supply chains for goods and services in cross-border trade, cutting
overheads associated with marketing, transport and distribution. In agriculture, the Internet
is providing better information about market prices and has fostered the emergence of new
online commodity markets. In construction, it reduces the need for blueprints and allows
efficiencies by reducing procurement costs and improving supply chain management. Its
role in the services sector is linked to qualitative aspects of products, such as convenience
and customisation, thereby reducing costs and delays and increasing reliability (Gallagher,
1999; Mehrtens et al., 2001; Kendall et al., 2001; Art-am, 2002; OECD, 2003)
Given that the underlying technology of the Internet is inherently global, accessible and
based on open standards, e-commerce applications are optimistically being promoted in the
developing world as relatively cheap to set up and operate and flexible to configure
(Kalakota and Drew, 1996; Chan and Lee, 2001). The ‘optimists’ argue that the impact of
(Malone et al., 1987) and encourage firms to find the best producers regardless of location
One could argue that e-commerce drivers vary from one country to another. Some drivers
that are seen in some developed countries are not yet evident in many developing countries
and in some cases those drivers in a developed country could be barriers in other countries.
Some additional drivers were realised for the first time in this research according to the
researcher’s best knowledge. There are a number of barriers to the adoption e-commerce
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such as security, cost and taxation or even in some circumstances, too much business for a
company to cope with. Furthermore, one of the traditional barriers cited by many
organisations to the growth of e-commerce is the relatively high telephone charges for
Internet access, the tariffs payable and the cost of connection. Other costs, such as hardware
and web-design, remain beyond the reach of many people’s ability to pay for the service.
Also, Reed (1999) argued that broad-level support for the technology is lacking, both in the
There are further barriers specifically related to developing countries. Accessing the Web is
possible only when telephone lines and computers are available, but these technologies are
still in very scarce supply in many developing countries. In addition to this problem,
Internet access is still very costly - both in absolute terms and relative to per-capita income
in most developing countries. While computer prices have fallen dramatically over the last
decade, they are still too expensive in developing countries (UNDP, 2003). Add to this the
human capital cost of installing, operating, maintaining, training and support and the costs
often become beyond the means of many enterprises in developing countries. Moreover,
skilled personnel are often lacking, the transport facilities are poor, and secure payment
development and marketing rather then paying attention to e-commerce and e-business
strategies. Additionally, many Internet users in developing countries do not speak or write
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good English as well as displaying poor English on web-sites or in emails. Slow responses
generally have the effect of pushing away potential customers (The Asian Foundation
Report, 2002).
There are many issues that could count as drivers and barriers to e-commerce and economic
development at the same time. This is analysed and discussed in the e-commerce chapters.
These issues are cost, payment systems, legislation and regulation, infrastructure, culture
4.2.1 Cost
Cost is one of the main drivers of e-commerce and Internet activities. It is an important
factor for the world’s e-commerce in general and for developing countries in particular.
Using the Internet is a valuable medium for firms and governments engaged in international
trade to reduce and lower costs. E-commerce could help to lower the cost of
communication, time-to-market for goods and services exports (Chaffey, 2002). It also
gives the ability to deliver information of almost any sort in digital format at low cost and
helps to reduce the cost of managing supply chains for goods and services in cross-border
trade (Gallagher, 1999). Reducing selling, buying and procurement cost (WTO, 2001) and
providing the opportunities to sellers and producers to demonstrate their products online
without a need to have an actual shop (Kehoe, 1998) and reducing the cost of customer
service and after-sales service (Hawkins et al., 1998) are other cost reductions resulting
from e-commerce adoption. However, the implementation and maintenance cost could be
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argued to be a barrier to e-commerce. For example, shipping costs can increase the cost of
many products purchased via e-commerce and add substantially to the final price.
Additionally, cost in term of hardware and software remains out of reach in cost terms for
many people and organisations in developing countries (Straub, 2003). Furthermore, the
(Hammond, 2001). Table 4.1 summarises the cost issues that were mentioned in the
literature.
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development. Payment systems, as some other factors, could be drivers or barriers. Having
a payment system will encourage people to do business all over the world and speed up
businesses to provide online services. Djankov et al., (2003) argued that payment systems
constitute part of the basic structure of a country’s economy and financial markets. For e-
ready. It speeds up payments, transfers and improves the quality of payment transmission
(Lipis et al., 1985) and offers institutions alternative and better delivery channels through
which banking products and services can be provided to consumers. Compared with
economies of scale and rationalisation gains (Llewellyn, 1999) and are helping to enhance
the planning and monitoring of bank liquidity (Djankov , et al., 2003). Additionally, a
network of ATMs offers a new method in daily banking affairs. It adds value for consumers
through its ability to increase time and place convenience for the routine banking functions
of obtaining cash and making deposits (Llewellyn, 1999). ATMs offer a more cost-effective
means of delivering these routine functions and frees branch personnel for selling extra
services. (Lipis et al., 1995). On the other hand, adopting such a system requires large
investments that many developing countries will not be able to provide. It also calls for co-
operation between banks and participation by the central bank (Llewellyn, 1999) which
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considered while adopting such technology (Utterback, 1994). In the world of banking,
interesting new technology in the form of automatic services is strongly limited, so long as
the old familiar services are easily available (Llewellyn, 1999). Today, many electronic
payment activities are carried out by other companies other then banks which will result in
securing payment systems in a country would need significant investment. Table 4.2
e-commerce needs legislations and regulation to control of the flow of business over the
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Internet (Awad, 2004). There is a large number of goods and commodities that can be
bought and sold illegally online. Piracy of products is also a major problem. The absence of
legislation and regulation has led to difficulty in finding a total solution. One of the most
regulation of goods, allowing pornography, piracy of products, and other illegal activities to
create security and legal issues that may never have total solutions (Mark 2003; Hamed,
2004). Furthermore, online viruses are also becoming a serious matter that is under
scrutiny, since many major corporations have had their computer mainframes broken into
by hackers (Vernon, 2000). In addition, the full range of pirated software available in the
market at low or no cost requires copyright and other issues to be considered (Fredricks,
2001). The regulation of e-commerce will build customer’s trust and show the possible way
forward to deal with technology and international suppliers and customers. However,
regulation and prevention of these problems is very difficult for individual governments. E-
commerce regulation could conflict with other legislation and regulation in a country.
Table 4.3 summarises the legislation and regulation issues that were mentioned in the
literature.
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4.2.4 Infrastructure
Infrastructure refers to ICT infrastructure, postal infrastructure and any other infrastructure
Additionally, the potential for e-commerce is low because of the control of networks by
1997). These monopoly companies limit competition by blocking lower prices and
improvement the quality of the services. The infrastructure of a country could be a main
driver to attract international companies and foreign direct investors to do business in that
particular country. For example, international companies could establish branches and
warehouses in Libya to provide services and products not only to Libya but to the whole of
Africa, Arab countries and other Mediterranean countries. However, infrastructure costs are
significant and need new strategies, planning and management which will drive many
developing countries to seek FDI and other assistance from wealthier nations. FDI will
result in moving regulation and control of a country’s infrastructure from the government to
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the international investors. For wealthier developing countries such as Libya, the
government of a country may have other strategic projects to be finished before beginning
new projects. Table 4.4 summarises the infrastructure issues that were mentioned in the
literature.
created, e.g. intervention to ban the sale of certain items that violate such culture, traditions
and values (Laudon and Traver, 2003). Culture is the ‘broadcast’ factor in consumer
behaviour because it shapes basic human values, wants, perceptions and behaviours
(Kotler, 2000). For example, selling alcohol in a Muslim country or offering credit-card
services with interest rate could possibly result in driving people away from using that part
of technology. There are many items on sale which contain materials which are obscene or
offensive to a country’s traditions and values, and hence intervention by the system to ban
their sale might be perceived by some as a barrier, and their purchase should be left to
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individuals. There is some consensus that such materials should not be sold online, and
certain barriers to get access to them should be in place to protect young people and
children from moral corruption. Culture and religion could be a driver for e-commerce, e.g.
in Arab countries such as Libya where women are not encouraged to work with men, e-
commerce could help in providing paid work from home for the women. Such action could
be seen as being in keeping with culture, tradition and values. Table 4.5 summarises the
4.2.6 Government
Governments always play an important role in economic development (Todaro, 1999).
Governments are usually the main customer of small businesses and will support all
setting legislation and regulation for trade and securing the sustainability of economic
growth (Well, 2005). Therefore, governments should think carefully about e-commerce
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adoption and put strategies for the adoption in place before hand. Thus e-government
strategies would provide citizens, other government departments and companies with
procurement (one of the e-government services) and an online supplier exchange are among
the services included in G2G and G2B services. This allows transparency in the bidding
process and gives opportunities to smaller businesses which otherwise are not able to bid
on big government procurement projects. Also, once the e-government strategy of a country
has been formulated, agencies, bureaucracies and public services may be aligned towards
promoting those sectors which have been pinpointed for growth. Additionally, there are
many possible reasons and goals for e-government, such as improving services to citizens,
improving the productivity and efficiency of government agencies, strengthening the legal
system and law enforcement, promoting priority economic sectors, improving the quality of
life for disadvantaged communities, and strengthening good governance and broadening
public participation. However, e-commerce could affect any economy and its activities. E-
commerce will work with capitalism and globalisation, therefore countries which have
adopted the communist and socialist approaches should be aware that e-commerce may
change the economic approach adopted into capitalism. Additionally, governments tend to
support monopoly organisations and limit the opportunities for private companies which
could affect the adoption of e-commerce. Thus local private companies would not have the
support and experience to compete with large international organisations. Table 4.6
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4.2.7 Employment
Employment is an important factor in any economy. It has been argued that e-commerce
may result in job cuts. However, adopting e-commerce technology may result in creating
new job opportunities and encourage employment education and gaining new skills
(UNCTAD, 2003). Hawkins, et al., (1998) argued that ICT seems to offer the greatest
benefits when ICT investment is combined with other organisational assets, such as new
strategies, new business processes, new organisational structures and better worker’s skills.
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He argued that the contribution of ICT capital to output and labour productivity growth has
been significant and rising in relative terms. Therefore for a country to maximise the
benefit of e-commerce adoption training and education should take place before-adoption.
Table 4.7 summarises the employment issues that were mentioned in the literature.
4.2.8 Competition
Competition could drive the economic development of a country by providing cheaper
products and services which could result in many savings that could be reinvested in the
economy and speeding up economic development (Todaro, 1999). According to Hagel and
Armstrong (1997), lower production costs will encourage the entry of new businesses and
thus increase competition and pressure to pass lower costs on to consumers as lower prices.
In addition, consumers will be able to search among thousands of merchants for the lowest
prices, thereby increasing the downward pressure on prices and leading to a shift in market
power from producer to consumer (Hawkins, et al., 1998). On the other hand competition
could destroy small local businesses. These businesses could go elsewhere or cease to exist.
In either case this will affect economic activities, such as taxation and employment. Table
4.8 summarised the competition issues that were mentioned in the literature.
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commerce. These companies are the main economic contributors in the economy.
and strategic development in the use of e-commerce in order for these companies to
failure to involve traditional businesses could work against e-commerce adoption and
work together. Table 4.9 summarises the traditional business issues that were mentioned in
the literature.
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Gurstein (2000) argued that a free market and the cost of adopting e-commerce technology
adopting e-commerce technology could be the shift of economic activities away from
can be at the expense of local enterprises in direct competition with international suppliers.
Additionally, the range of goods available on the Internet is very large and cannot be
matched by any one supplier let alone smaller local suppliers thus putting these local
argues that government returns (e.g. taxation) might be even lower than company-level
returns because of two negative externalities linked to e-commerce sites. First, the Internet
allows online businesses to gain new customers from traditional businesses. Second, and
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perhaps of greater concern to developing countries’ companies with less access to the new
technologies, Internet investment involves defending market share, so that social returns to
this investment are lower than private returns. Therefore a government should encourage
the use of a country’s resources to provide cheaper prices than anywhere else in the world.
On the other hand the adoption of e-commerce will result in a significant reduction of costs
and providing a variety of products from all over the world. For countries such as Libya
who are importing more than exporting, e-commerce could develop the economic activities
and allow users to enjoy the reduction of costs which could be reinvested in the economy
and help development (Todaro, 1999). Table 4.10 summarises the economic activities
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From the above discussion, one could argue that, there are many drivers and barriers for e-
commerce. E-commerce issues (e.g. payment, cost, etc) can be a driver or a barrier for a
country’s economy. Therefore, each and every issue has to be adopted to work nicely with
a country in order to contribute positively in the development of the economy. For example,
removing international trade barriers can be consider as a driver for e-commerce, however,
such action may result in destroying the local companies who are not able to compete with
The e-commerce Drivers and Barriers Model lists all major e-commerce issues. It is divided
into two sections, one section for barriers and another section for drivers. If the issue is a
barrier for e-commerce in general or in a particular country then the issue should be located
in the barrier section. And the issue will be located in the drivers if it is a driver for e-
commerce. However, from the literature reviewed, all the discussed issues can be drivers
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and/or barriers for e-commerce in developing countries, therefore, the researcher has
located all issues in the middle of the model (see Figure 4.1). This tentative model is novel
Barriers Drivers
Cost
Payment system
Government
Employment
Competition
Traditional business
Economic activities
Infrastructure
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The Drivers and Barriers Model is designed to help the reader to understand the drivers and
barriers issues in a country. The model was mainly designed to list the drivers and barriers
and it is not in any way an attempt to calculate the effect of the issue on the economy. In a
country such as Libya, many issues mentioned in the literature can be found. These issues
are listed in this model and will be investigated in this research. Tables in this chapter give
detailed information of each issue. The research will present a modified version of the
E-Commerce adoption is complicated, its adoption involves economic, social and political
issues, and therefore the issues mentioned in this chapter will be different from one country
to another. A country can be advanced in its level of cost management which can be a
benefit for e-commerce adoption. However, other issues can be dis-benefit for them such as
employment, salaries they pay for the local workers to deliver business, etc. Therefore, this
model consists of two parts, barriers and drivers, If an issue is listed as a barrier for a
particular country, then that issue will effect the adoption of e-commerce. On the other
hand, if the issue is listed as a driver, then the issue can help the adoption of technology in
that country. For example, the cost infrastructure in a developing country will cost an
amount of money; this amount will have to come from the government of that country or
by FDIs. In each case, the amount will affect the spending of that country and probably
minimise other development spends because of this infrastructure project. That will put cost
as a barrier for that country. On the other hand, the reduction of cost which will be achieved
by the adoption of e-commerce can be a driver for that country. However, this model is not
aiming to provide any quantitative assessments. It is used as a map for the research and a
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guide for examining the main drivers and barriers issues. Arrows on the model explain that
4.5 Summary
There are many e-commerce issues that can count as drivers or barriers in a country. These
issues are cost, payment, legislation and regulation, culture and religion, government,
commerce, infrastructure and security. Each of these issues can have its effect on a
country’s economy. For the country to guarantee a success of e-commerce adoption, its
government has to make sure that it has dealt with all barriers and benefits of the drivers of
each issue. These issues will be examined in Libya and discussed in the next chapter.
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Chapter five
Research methods
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5.1 Introduction
This chapter describes the research methodology employed in this research study. The
generation of data and information relating to the research topic is explained and
rationalised according to the research aim and objectives. The purpose behind this research
developing countries such as Libya, where very few or no earlier studies have been
conducted.
approaches. A multi-method paradigm was selected to observe social reality and to develop
knowledge through the testing of the data generated. The research design and methods are
described aligned to the research aims and objectives. Primary and secondary data
collection methods were explored, and the interview and questionnaire approaches are
clarified. This chapter also defines the interview sample and data analysis which involved
the use of computerized software packages (NVivo7, Excel) to store and organise the data
gathered.
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predictive. Collis and Hussey (2003) explained that exploratory research is conducted into a
research problem or issue when there are very few or no earlier studies to which
means of finding out what is happening to seek new insights; to ask questions and to assess
phenomena in a new light. The aim of this type of study, according to Collis and Hussey
(2003), is to look for patterns, ideas or hypotheses, rather then testing or confirming
hypothesis.
Robson (2002) states that the objective of descriptive research is to portray an accurate
profile of person, events, or situations, however Saunders et al., (2003) argued that this may
that it is necessary to have a clear picture of the phenomena on which the researcher wishes
to collect data prior to the collection of the data. The data collected, according to Collis and
Hussey (2003), is often quantitative using statistical techniques that go further in examining
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happening (Collis and Hussey, 2003). The emphasis here is on studying a situation or a
problem in order to explain the relationship between variables (Saunders et al., 2003).
Predictive research goes even further than explanatory research. The latter establishes an
explanation for what is happening in a particular situation, whereas the former forecasts the
generalise from the analysis by predicting certain phenomena on the basis of hypothesised,
applicable to similar problems elsewhere, if the predictive research can provide a valid,
robust solution based on a clear understanding of the relevant causes (Collis and Hussey,
2003).
E-commerce in Libya is still in its early stages as, to the researcher’s best knowledge, there
are no earlier studies in this area. Therefore a study would investigate the e-commerce
situation in Libya and explore what, if any, steps the country should take to adopt such
other developing countries with a similar e-commerce situation (Collis and Hussey, 2003).
the most significant and recognised views. Research design is the science of planning
procedures for conducting studies so as to get the most valid findings (Vogt, 1993).
Saunders et al., (2003) referred to this stage as the general plan that determines how a
researcher will attempt to achieve the research aim. In other words, the research design is
the plan or strategy adopted for linking the theoretical research problem to relevant and
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practicable empirical research that is conducted to achieve the research aim. In a similar
The basic plan or strategy of the research, and the logic behind it, which
will make it possible and valid to draw more general conclusions from it
(P 212).
Thus, the research design should tell how the sample will be drawn, what sub-groups it
must contain, what comparisons need to be measured, and how these measures will be
researchable by setting up a study in a way that will produce specific answers to specific
questions. Researchers need to assess their specific research design before they start their
research. However, it is argued that researchers often fail to give adequate attention to
research design issues, possibly because of their inability to identify design as their first, or
as their most important, step in developing a research proposal (Hakim, 1987). Collis and
Hussey, (2003) suggest that the first step in research design is to identify a research
problem or issue. Identifying the research problem is always an exploratory and iterative
There are two significant research methods that need to be distinguished, the deductive
method and the inductive method. Deductive research is a study in which a conceptual and
theoretical structure is developed and then tested by empirical observation; thus particular
instances are deduced from general inferences. For this reason, the deductive method is
referred to as moving from the general to the particular (Johnson and Christensen, 2004).
empirical reality; thus general inferences are induced from particular instances, which is the
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reverse of the deductive method. Since it involves moving from individual observation to
statement of general patterns or laws, it is referred to as moving from the specific to general
(Collis and Hussey, 2003). More specifically Ghauri and Gronhaug (2002) argue that the
evidence. They further explain the difference between these two approaches. Deduction is
drawing the conclusion out of logical steps and reasons regardless whether it is true in
reality or not. Induction on the other hand does the opposite, it moves from assumptions to
a conclusion.
available that can help with the generation of data and information relating to particular
research topics. Patton (1990) indicated that the first undertaking is to decide which
approach best identifies most appropriate solutions from which to draw suitable
The quantitative approach may be defined as an interdisciplinary field that uses a multi-
Corbetta, 2003). Johnson and Christensen (2004) argue that the quantitative research
generally on hypothesis testing and theory testing. Quantitative data are not usually
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abstract, but hard and reliable; they measure tangible, countable, sensate features of the
This can be compared to qualitative research that Creswell (1994) argued is an inquiry
picture formed with words, reporting detailed views of informants, and conducted in a
The differences between qualitative and quantitative research have been explained by
number of authors (Maxwell, 1998; Thomas, 2003; Corbetta, 2003). Corbetta (2003)
demonstrated that qualitative research is open and interactive and observation precedes
Corbetta (2003) has identified different issues between the qualitative and quantitative
research in the nature of data. He argued that, in quantitative research the data it is hard,
objective and standardized, on the other hand, in qualitative research the data it is soft, rich
and deep.
More recently, however, the competing paradigms of quantitative and qualitative research
become almost working partners in some social research. Many researchers advocate a
pragmatic position as it is recognised that both quantitative and qualitative research are
very important and can often be mixed in single research studies (Patton, 1990; Naoum,
1999). The exact mixture that is considered appropriate will depend on the research
questions and the situational and practical issues facing a researcher (Johnson and
Christensen, 2004). Thus this research study aims to collect multiple sets of data using
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different research methods in such a way that the resulting mixture or combination has
use of each research method depends on the form of research question, the research
objectives and contextual situation (Yin, 2003). The selection of the most suitable research
method depends largely on the intention of the research objectives and the type of data
needed for the research. Combining both quantitative and qualitative research methods has
proven to be more powerful than a single approach (Stewart and Cash, 2006) and very
effective (Saunders et al., 2003). A mixed approach is a process of using more than one
form of research method to test a hypothesis (Thomas, 2003). However due to the context
of the research study this approach offers researchers a great deal of flexibility; whereby
theories can be developed qualitatively and tested quantitatively or vice versa. The main
aim of using a mixed method is to improve the reliability and validity of the research
outcomes. Due to the broad scope of this study and the commercial context of the research,
a wide range of research techniques was adopted to achieve the research aim and
objectives.
For this research study a mixed research approach was adopted to achieve the study’s aim
and objectives and to maximise the benefit of both methods. From a qualitative stand point
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quantitative aspect. In other words, a qualitative research study and a quantitative research
Both of these methods require data collection involving primary and secondary data
Secondary sources include books, journals, government publications and survey, world
statistics and so on (Chisnall, 1997; Saunders et al., 2003). All sources are examined more
Table 5.1 summarises the research methods used in this study along with each objective. It
explains the technique(s) used for collecting the information and the activities the
researcher undertook and shows the outcome of each activity. For example, for developing
the implementation plan for e-commerce (objective 5), the researcher used a mixed
qualitative and quantitative approach. This objective was achieved by collecting secondary
data (from books, journals, reports, CDs and websites) and primary data (from interviews
and questionnaire). The outcome of objective 5 was the plan of action for e-commerce
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Research
Aim and objectives Techniques Activities Outcomes
method
The interview and questionnaire questions were linked directly to the theoretical framework
developed in chapter four (more details on questionnaire and interview design can be seen
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Tables 5.2 and 10.13 list all questions and link them with the theoretical framework. For
example in table 5.2 all interview issues and questions are listed. Interviewees were asked
the question ‘do you know the term e-commerce?’ The idea behind this question is to
whether local businesses are aware of the threat of e-commerce. Therefore, in the same
table (table 5.2) the mark ● will be found under the columns headed ‘Knowledge’ and
‘Traditional business’ issues. The same method applies for all questionnaire and interview
question. Questionnaire questions linked to e-commerce issues can be found in table 10.13
(appendices 10.5).
infrastructure
Trad-business
employment
government
competition
Knowledge
legislations
economic
payment
security
culture
cost
Interview questions
Do you know the term e-
commerce? ● ●
Does your company have a
strategy for electronic
commerce? ● ● ● ● ● ● ● ● ● ● ●
Which communication do
you use? ● ● ● ● ● ● ●
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previously gathered for some purpose other than the current research project. Saunders et
al., (2003) stated that few researchers consider the possibility of re-analysing data that have
already been collected for some other purpose. He explained that secondary data includes
both raw data and unpublished summaries. For example, government departments
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undertake surveys and publish official statistics covering social, demographic and
economic topics.
There are two types of secondary data: internal and external. As regards internal secondary
data, Chisnall (1997) maintained that the answers to many problems lie within
organisational documents; he added that many companies do not make full enough use of
the information that it regularly generates. External sources of data include statistics and
directories to provide further information. Chisnall (1997) further states that electronic
access to data has revolutionised secondary sourcing, for example online services and CD-
ROMs provide practically instant access to sophisticated information from across the
world.
Malhotra (2004) and Wilson (2003) argued that the main advantages of using secondary
data are the cost and time economies they offer the researcher. The collection of secondary
data enables researchers to interpret primary data with more insight that might lead to other
discoveries, and provide a source of comparative data to check on the reliability of data
gathered from primary research. However, Saunders et al., (2003) pointed out there are
disadvantages to secondary data collection. Data collected may not match the needs of the
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For this research study secondary research represented a critical review of existing
literature on the subject area. Textbooks from libraries were used for this purpose. As the
subject area was one of the e-commerce, technology, and economic development the
researcher recognised the need to look at the most recent literature available. For this
reason journals and e-journals were used to gain knowledge of the current views and
developments. Further research was conducted through Internet access for up-to-date
the validity and source of knowledge. Secondary research enabled the researcher to
compare the already existing theories and views on e-commerce, and place these in relation
to the content of the interviews and questionnaires. Bell (2001) states that secondary
Through analysis of the acquired literature, the researcher was able to develop particular
questions where clarification would be required and through which answers would be
collected through a variety of ways. These may include observation, interviews and
questionnaires, conversation and discourse relative to a specific research study. Ghauri and
Gronhaug (2002) maintained that a significant advantage of primary data being collected is
that it enables a focus on the specific requirements of the research. For example through
behaviours, questions should be answered by the chosen sample of people who are actually
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involved in the issue that the researcher is working on. For this research study, the chosen
sample of people will reflect Internet users. However, other authors (Corbetta, 2003; Yin,
2004) have mentioned some disadvantages of primary data. Such as the time required for
collecting the data, and the difficulty of access in terms of finding a target group who are
willing to cooperate. It is often the case that more time is needed than was expected, the
response rate may be lower than anticipated (Collis and Hussey, 2003; Malhotra, 2004).
They are totally dependent on the willingness and ability of the respondents. The chances
of obtaining data from a target group are likely to be very low in most cases, especially if
there are issues of high sensitivity. It is important that the researcher selects suitable
methods and procedures for data analysis to avoid risking the reliability and applicability of
the research.
Ghauri and Gronhaug, (2002) described interviews and questionnaires as effective tools to
gather opinions, attitudes and descriptions. Additionally, they generate real reaction and/or
5.6.1 Interview
There are several advantages of using the interview approach. One advantage is that
interviews are flexible; the interviewer can adapt the situation to each subject. Another
advantage is the interview may also result in more accurate and honest responses since the
interviewer can explain and clarify both the purpose of the research and individual
questions. A third advantage is that the interviewer can follow up on incomplete or unclear
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responses by asking additional probing questions (Robson, 2002; Miller and Brewer, 2003;
Gillham, 2005). A further advantage is high response rate. Most people will agree to be
interviewed. People are often more confident of their speaking ability than their writing
Three styles of conducting interviews that were considered are: un-structured interviews,
semi-structured interviews and structured interviews. Formats of interviews vary, from the
highly-structured type where questions are presented and asked in a fixed form and
sequence, to the open or non-directed interview (Whipp, 1998; Saunders et al., 2003).
Unstructured interviews are a form of interview that uses ‘open-ended’ or ‘open’ questions
so that the researcher can see in what direction the interviewees take things in their
response (Naoum, 1999). Stewart and Cash (2006) suggests that an unstructured interview
is most appropriate when the information area is extremely broad. This means that an
unstructured interview gives the interviewer unlimited freedom to probe into answers and
considerable interviewer skill and are difficult to replicate from one interview to another.
The highly-scheduled structured interview is the most thoroughly planned and structured.
All questions and answer options are stated in identical words to each interviewee who then
picks answers from those provided. There is no straying from the schedule by either party.
Highly-scheduled structured interviews are the easiest to conduct, record, tabulate, and
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A semi-structured interview is more formal than an unstructured interview in that there are
a number of specific topics around which to build the interview (Naoum, 1999). Semi-
structured interviews, or focused interviews, as Merton and Kendal (1946) named them,
They take place with respondents known to have been involved in a particular
experience.
They refer to situations that have been analysed prior to the interview.
They proceed on the basis of an interview guide specifying topics related to the
research hypothesis.
They are focused on the respondents’ experience regarding the situations under
study.
In this study a semi-structured interview approach that consisted of both structured and
unstructured techniques (Saunders et al., 2003) was employed. Interviews were conducted
to gather valid and reliable data that are relevant to research questions and objectives. A
researcher develops a list of themes and questions to be covered, although this may vary
from interview to interview. Thus a researcher may omit some questions in particular
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interviews, given the specific organisational context, which is encountered in relation to the
The interviewer has worked out in advance the main areas he/she wishes to
cover, but is free to vary the exact wording of questions as well as their
ordering. So, if an interviewee starts to cover a new area in response to a
question, then the interviewer keeps the flow going by asking relevant
questions from his/her list of topics. Any missing topics are returned to at
the end of the interview (p90).
These questions were presented to all interviewees. However, because of the different
backgrounds of the interviewees, follow-up questions were focused on the specific contexts
of individual interviewees. For example, during the interview with the Economic Ministry
economic activities rather than paying attention to the payment system or other technical
issues that are not the economic ministry’s responsibilities. However, interviewees were
encouraged to add their opinions on other issues that were not related to their core
responsibilities.
reduces concerns the interviewer may have about any technical problems with recording
equipment at a critical moment (Stewart and Cash, 2006). However note-taking has some
disadvantages. The interviewer can rarely take notes fast enough to record exactly what was
said, there also can be difficulties concentrating on questions and answers. Note-taking may
hamper the flow of information because interviewees may become fearful or curious about
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what the interviewer is writing (Saunders et al., 2003). Such problems did not occur during
this research because the researcher paid attention more to the interviewees’ comments and
Additionally, the recording of interviews provides a permanent record and also allows the
interviewer to concentrate on the interview. This enables the interviewer and interviewee to
relax and focus on what is being said and implied. Furthermore a tape recorder may pick up
answers that were inaudible at the time (Robson, 2003; Stewart and Cash, 2006). However,
tapes provide permanent, undeniable records that threaten many people with unknown
future consequences. It also takes a great deal of time to review a lengthy tape to locate
facts, reactions, and ideal quotes while it may take only seconds to locate the same material
The researcher has used a combination of tape recording and note-taking to maximise the
validity of data collection and minimise the weaknesses of both methods. A digital audio
recorder was used through all interviews and note-taking was used to collect observable
and nonverbal information. The interviewer experienced none of the problems mentioned
above because the researcher checked the tape recorder before each interview and a mobile
phone with a recording facility was used along with the tape recorder.
development in Libya, difficulties were experienced in terms of time and cost due to the
duality of the research activities between Libya and the UK. To overcome this problem a
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experiences acted as representatives of the Libyan context. The number of the sample is
relatively small (15 interviewees), and this is considered as one of the limitations. A major
advantage to be obtained from this sample is that the participants are key decision-makers
The key decision-makers for e-commerce in Libya were identified. The researcher
make such identifications. By reviewing literature, the researcher was able to identify a
number of issues that are drivers and barriers for e-commerce (see Section 4.2). Therefore
the researcher approached the responsible authority for each issue and requested permission
for the interview. Each interviewee’s position, organisation, and the reason why they were
for controlling all economic activities in Libya. The Economic Ministry has also
been asked by the Libyan government to be responsible for designing and putting in
place the regulation for e-commerce and its activities in order to avoid and/or
Central Bank of Libya: Central Bank of the Libya is the highest authority for
banking and payment systems in the country. The bank is responsible for all
payment activities and controlling bank interest rates and money transfers including
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international payments. The bank has launched a National Payment System which is
interview was held with a National Payment System technical department manager.
The interviewee was suggested by the Central Bank of Libya and claimed to be the
company in the country, the company is responsible for all fixed-line operation in
the country as well as postal services. LPTC is the only responsible organisation for
ICT infrastructure in the country. An interview was held with the Chairman of the
owned by the LPTC. It is the only authorised Internet service provider in the
names (LY) registration and database centre for government bodies. An interview
company to be the most suitable person to provide information about the company
Libyanna: Libyanna is 100 percent owned by LPTC. It is one of the two mobile
phone companies in Libya; Libyanna is the only company that provides Internet
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connection over a mobile phone network in the country. An interview was held with
Libyan Commercial Bank. Libyan Commercial Bank is the oldest operating bank
in Libya, the bank provides banking services to private and public organisations.
Also, it is one of the banks that the Central Bank of Libya is aiming to link within
the National Payment System. An interview was held with the operations
department manager. The interviewee was introduced by the bank and claimed to be
the most suitable person to provide information about the bank activities and its
Other interviews were held within the private sector in order to understand the real situation
regarding Internet use in the country and in their organisations. The researcher interviewed
people from different backgrounds and at different managerial levels, for example:
services in Libya. The company uses the Internet in its day to day business.
Interviews were held with three different Internet café managers. Internet cafés are
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Libyan tourists.
branch of an international company and provides financial services over the Internet
to its clients.
Table 5.3 lists all interviewees and contains each organisation’s name. The
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Interviews were held in person rather than by telephone, allowing more flexibility for both
interviewer and interviewees as well as for better observation of the body language for
certain expressions and attitudes. The format of the questions involved in the interviews
were open-ended, since they allowed for the opportunity to explore, to obtain more detailed
much less biased influence on response than close questions (Malhotra, 2004).
Interviewees were given a brief outline and explanation of the research and its purpose. In
this way interviewees sensed their importance for the purposes of the study and this helped
to achieve more interaction. Interviewees gave informed consent. Permission was obtained
for using tape-recording devices before the interviews took place. The length of interviews
varied according to availability and content but generally they were of one hour’s duration.
All interviewees were assured of the anonymity and confidentiality of the data gathered.
5.6.2 Questionnaire
A questionnaire is a self-reporting data collection instrument that each research respondent
fills out as part of a research study. Researchers use questionnaires so that they can obtain
information about the thoughts, feelings, attitudes, beliefs, values, perceptions, personality,
other words, the researcher attempts to measure many different kinds of characteristic using
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Collis and Hussey (2003) stated that a questionnaire is a list of carefully structured
questions, chosen after considerable pilot testing, with a view to eliciting reliable responses
from a chosen sample. Most questions are either open or closed. Oppenheim (2001) stated
that a closed question is one in which the respondents are offered a choice of alternative
replies. They may be asked to tick or underline their chosen answer(s) in a written
questionnaire. Open- or free- response questions are not followed by any kind of choice,
and the answers have to be recorded in full. Free-response questions are often easy to ask,
difficult to answer, and still more difficult to analyse. Closed questions are easier and
quicker to answer; they require no writing, and quantification is straight forward. This often
means that more questions can be asked within a given length of time and that more can be
accomplished with a given sum of money. Disadvantages of closed questions are the loss of
added that a questionnaire may also contain check lists, attitudinal scales, projective
techniques, rating scales and a variety of other research methods. In this study, the
overcome some of the disadvantages, the questionnaire format has allowed candidates to
add their views and opinions if these were not listed in the questionnaire questions.
Collis and Hussey (2003) emphasised a number of advantages that can be obtained by
utilising a questionnaire compared to interviews for collecting primary data. For example
they are less time-consuming, a larger sample can be involved, and they are less costly.
Saunders et al., (2003) argued that if a questionnaire is correctly worded, it normally does
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advantages put forward by Babbie (2001) suggested that using questionnaires allows the
production of descriptive statistics that are representative of the whole study population. In
and Gronhaug, 2002). Also answers may not provide suitable responses that reflect the
research focus. The reason could be that it is a set of specific questions, mostly with limited
answers. In other words if the questions are likely to be understood differently by different
respondents it could be argued that a questionnaire has failed to collect primary data
response, to the design of the questionnaire, its structure and the rigour of the pilot testing.
Malhotra (2004) argued that the great weakness of questionnaire design is lack of theory,
because there are no specific or strict steps to follow for designing a questionnaire, or
scientific principles that guarantee a perfect and ideal questionnaire. The questionnaire
design adopted consisted of a number of steps starting with defining the research
objectives, selection of an appropriate format and design layout, pilot testing and then
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The design format adopted involved open and closed questions using simple language that
researcher’s point of view closed questions were easy to process and analyse. Questions
were designed according to the types suggested by Saunders et al., (2003) and included list
questions, category questions, closed questions, scale questions and open-ended questions
with sufficient space for respondents to add additional data. The questionnaire was
designed in sub-sections to be easy for answering. For example, one section includes all
The questionnaire was designed and distributed after the interviews and observations took
place. Analysis of the interview data and observation issues identified the main issues.
These were compared to the issues discussed in the literature review. Once these issues
were investigated and explored, the researcher then designed the questionnaire.
respondents had no problems answering the questions, and also to ascertain that the right
data was being collected. Moreover, piloting offers a good assessment for some important
issues the researcher may be concerned about such as level of difficulty, willingness to
answer sensitive questions and the time it takes to answer all questions (Brace, 2004;
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The questionnaire was piloted among a small but similar group of the respondents, in both
Arabic and English. The aim was to double check the issues discussed above had been
addressed, and to confirm the data collected was appropriate to the research questions. This
pilot test resulted in many important positive points and comments which led to the
revision of the questionnaire. For example the questionnaires were restructured into
categories in line with the research objectives. Additionally, two questions were rephrased
Saunders et al., (2003) explained that after a questionnaire is designed and pilot tested it is
ready to be used for data collection by distributing it among the target sample when
problems of access should be taken into consideration. This stage is called `questionnaire
respondents, in other words to maximise the response rate. Saunders et al., (2003) referred
delivery and collection questionnaire or some times called face-to-face questionnaire. For
this research study the researcher adopted face-to-face questionnaire because it guaranteed
the highest rate of response (83.3 percent response rate in this research) (Collis and Hussey,
2003).
Saunders et al., (2003) identified several factors that should be taken into consideration in
order to get the best results. A population is a set of persons or objectives that possess at
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least one common characteristic (Bailey, 1994). Neuman (1997) argued that a population is
an abstract concept because one can never truly freeze a population to measure it. This
research targeted a sample of one hundred and fifty respondents. These candidates were
others). The respondents were selected randomly from Internet Cafés across Tripoli. First
the researcher selected Internet cafés from a list, three Internet cafes were selected from 25
Internet cafés listed. Then the researcher approached the Internet Café managers to seek
permission to do the questionnaire. Once the permission was given the researcher visited
the cafés a number of times such that users of the Internet Cafés could complete the
to 20 minutes completing the questionnaire with the researcher on hand to answer queries.
Libya’s younger generation account for 50 to 60 percent of the total population (Country
Review, 2007).
qualitative. Data need to be analysed to achieve the research results (Ghauri and Gronhaug,
2002; Collies and Hussey, 2003). The literature acknowledged that the research approach
referred to the systematic, focused and orderly collection of data for the purpose of
obtaining information from them, to answer research problems or questions. In this study,
therefore, the methods of data analysis involved both quantitative and qualitative
approaches. For analysing the quantitative data, this approach involved collecting and
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analysing numerical data and applying statistical tests, which concentrates on measuring
the qualitative approach is more subjective in nature and focuses on interpreting and
examining perceptions and behaviours in order to gain a deeper understanding of social and
software package, was used to segment, code and develop categories of the data analysed
Coffy and Atkinson (1996) mentioned that there are a variety of suitable analytical
approaches to qualitative research and many of them can be aided with computer software.
On the other hand it would be wrong for qualitative research to allow the available software
to drive the general research strategy (Berger, 2006). At the core of the process of
qualitative data analysis is the decision to analyse data manually or with the aid of a
NVivo was selected to collate the range of qualitative data collected. It is suitable for
dealing with large volumes of non-numerical data such as interviews, documents and
transcripts and helps to manage and analyse data gathered (Berger, 2006). Myers (1997)
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emphasises that qualitative analysis software packages are useful for organising the
indexing, coding and categorising of data, but it is the researcher who must apply a
development strategy to formulate the analysis. Its rationale can be extended to the
mapping of the software facilities and characteristics against the research approach,
methods used and type of data that the research is generating. The important issue is that
the software can not perform data analysis, this is driven by the researcher. For example,
the researcher will define what analytical issues are to be explored, and which ideas are
Seale (2000) pointed out there are advantages and disadvantages of using software
packages in qualitative analysis. Advantages included speed of handling the large volumes
of data, facilitating iterative enquiries and help with sampling. An early criticism of such
software management methods suggests that they can be influenced by grounded theory,
and as such may push analysis in one direction with the result that some aspects of analysis
might be a product of the technology used. However, the sophistication of Nvivo software
means that it is not connected to any one analytical approach (Richard, 2002). Additionally
software management tools are able to provide speed and flexibility, and the researcher was
aware that they also have the potential to restrict and constrain the handling of different
data types through their coding, and linking processes (Berger, 2006). Additionally, NVivo
enables the researcher to return to, retrieve and maintain the contextual integrity of the data,
whilst facilitating editing activities without disturbing or invalidating existing coding and
linking (Berger, 2006). Thus it offers both loose and creative structures that are unaffected
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All interview data were imported into the NVivo software after it had been translated from
Arabic into English and transcribed. The researcher used a free node technique to analyse
the qualitative data of the research. For example for a question ‘Do you use E-Commerce in
your organisation?’ a free node called ‘E-Commerce use’ was created. As the researcher
used a semi-structured interview, a second level of nodes was created according to the sub-
questions that were asked in the interview. A third level of node was created in association
of two issues that were collected in the interview. For example, a free node called ‘E-
commerce drivers’ was created from number of different free nodes (payment, law, type of
connection, etc.
Quantitative analysis methods for the questionnaire data are largely widespread, probably
because their standardization makes the collection and analysis of data more efficient
(especially when using dedicated software tools) and because the subsequent possibility to
conduct statistical analyses on large samples allows conclusions to be drawn with a well
defined level of certainty and confidence. The researcher used Excel spreadsheets for this
research project to present and analyse the data gathered from the questionnaires. In this
way the use of tables and diagrams was effective to present this data in the most appropriate
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of those who become the subject of research work or are affected by the work. Ethical
issues are likely to appear in all the research stages and more particularly appear in the first
stages of the research. This is especially relevant with qualitative research rather than
researcher and respondents. The task a researcher faces in this stage is to convince
willingly, and at the same time respecting her or his refusal to answer (Ghauri and
Gronhaug, 2002; Saunders et al., 2003). That is, a participant must not be forced or led to
what she or he considers as embarrassing answer which could harm a respondent as a result
of revealing the information (The researcher took into consideration the above discussed
issues). For example, if the interviewee avoided answering a question, the researcher would
ask the question in a different format, once the interviewee persisted in not answering, the
researcher moved into another question. Additionally, all interviewees were given the
opportunity to not answer any question that they felt uncomfortable with.
In this study the major ethical issue the researcher has dealt with in relation to participants
is privacy. Saunders, et al., (2003) stated that privacy may be seen as the cornerstone of the
ethical issues that confront those who undertake research. Consent, confidentiality,
participants’ reaction and the effect of the way in which researchers use, analyse and report
data may all have the capacity to, or are related to, the privacy of participants. Participants
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asked for their names not to be on any published materials but to use their job positions
instead. The participants’ right of privacy and right to refuse to answer certain questions
were respected. In the data analysis and reporting results stage, anonymity and
confidentiality are maintained to gain the participants’ satisfaction regarding their privacy
rights. Transparency has been considered as a significant factor which may affect the
validity of data collected from participants, thus, the research purpose and objectives were
clearly explained to the participants enabling them to make their decisions whether they do
5.9 Summary
This chapter has set out and described the research purpose design and approach, and the
quantitative research and describes the presentation of the data analysed. The chosen
sample was defined and the interview and questionnaire techniques have been described.
The software analysis tools have been examined and justified and consideration has been
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Chapter six: Findings
Chapter Six
Findings
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Chapter six: Findings
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Chapter six: Findings
6.1 Introduction
This chapter presents the findings of the study conducted in Libya to establish the
requirements of e-commerce adoption in the country. Interviewees covered all Internet and
economic development areas including decision makers, Internet users and service
One hundred and fifty responses to the questionnaire were received, a response rate of 83.3
There are certain barriers and drivers to e-commerce in Libya. Interviewees were asked
about e-commerce barriers. All agreed there many barriers to e-commerce in Libya and all
argued that it was time for the government to get involved and to help to set up the requisite
infrastructure. Other barriers, such as legislation, culture and economic development effect
were argued. On the other hand cost and economic development were claimed as the main
drivers for e-commerce. In this section each issue of e-commerce driver and barrier will be
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6.2.1 Competition
Competition can be considered as a driver and barrier for e-commerce in Libya. In relation
to this study, the researcher compares the issues mentioned in the literature review with the
The literature argues that competition could drive the economic development of a country
by providing cheaper products and services. The findings of this study confirm the above
statement. All interviewees agreed that competition will have a positive effect on the
country’s economy
The undersecretary of MOC argued that e-commerce in developing countries, and in Libya
in particular, may sharpen competition. However, he argued that competition will have a
He explained that e-commerce may help Libyan consumers to save money by comparing
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The chairman of OPTC argued that businesses in Libyan markets will have to shift their
activities into the web in order to survive. This will create competition between traditional
The marketing manager of LTT confirms the same statements of OPTC chairman. He
argued that an alternative payment system (see Section 6.2.9) will create competition
between those businesses adopting alternative payment systems and traditional businesses.
The marketing manager of LIB argued that Internet service providers in Libya are
complementing each other rather than competing against each other, which may be the
reason for not seeing a comprehensive reduction in the charges for Internet connection.
The operations manager of LCB argued that the absence of electronic payment systems
minimises the competition between banks and drives banks in Libya to deal with only one
international bank for all their international activities. However, the IT manager of CBL
argued that the national payment system will create the opportunity for banks and
companies to support business online nationally and internationally as well as giving the
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Competition between telephone service providers in Libya already exists, according to the
BA Chairman, for example, the competition between traditional telephone services and
I don’t know the exact price in my mind but using VOIP could reduce the
cost of making the same phone call using fixed line by 90 percent
The chairman of BA Group added that e-commerce will create competition between
traditional and electronic businesses especially for buying products and availability of
You can see offers on something, from small to large companies, this
huge amount of competitors selling same thing you won’t be able to find
it in a traditional trade or offline trade. Secondly, you have the
opportunity to compare prices for different products or even for the
same products, and as we all know Internet prices are much lower than
the high street prices.
He also added that by adopting e-commerce, Libya’s agricultural products will be exposed
to the international market. These products, he claimed, are known for their low price and
good quality which will result in increasing the business activities in this field.
Additionally, the Internet café manager argued that e-commerce will help the development
of the economy by introducing new companies and will force the traditional ones to change
their way of doing business. Additionally, the Internet café manager of AR argued that the
absence of competition between Internet service providers kept the Internet connection
charge high.
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6.2.1.2 Lower production cost will encourage the entry of new business
Lower production costs will encourage the entry of new businesses and thus increase
competition and pressure to pass lower costs on to consumers as lower prices. This was
confirmed by the undersecretary of MOC, who agued that e-commerce will create more
competition and the Internet will drive many travel agencies to close. He gave an example
by stating:
Last night, I was by the central bank of Libya in Benghazi. I saw an agent
advertising a Haje trip for 625 L.D. In the future, by using the Internet I
wouldn’t see these agents, I will go to the travel company itself and reduce
the price.
The chairman of OPTC argued that e-commerce will speed up the way of doing business in
his organisation and it will reduce cost. He gave an example of receiving payment in cash.
He stated:
The same opportunity for new services and businesses will be offered to the commercial
banks in Libya. The IT manager of CBL argued that the national payment system will
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provide these banks with opportunities to provide services and improve their services
quality. He stated:
For private businesses, the feeling was the same as others. The Chairman of BA Group
agreed that Libyan consumers will save money and gain better services by using e-
commerce.
consumers
Consumers will be able to search among thousands of merchants for lower prices, thereby
increasing the downward pressure on prices which will lead to a shift in market power from
producer to consumer. The undersecretary of MOC agreed that people will buy direct from
the source rather than go to a physical shop. The wide variety of Internet websites provides
consumers with the opportunity to buy when and where they please. Such actions, he
argued, will drive local suppliers and producers to provide better services and quality to
face the competition. The same view was agreed by a number of interviewees (AW Internet
Café manager, AR Internet Café manager, BA Chairman and LCB operation manager) that
the Internet gives the opportunities of searching among large numbers of stores and
providers to gain the best price offered. The BA group chairman confirmed this view of the
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MOC undersecretary, arguing that the Internet gives users the opportunity to choose and
Competition could destroy small local businesses. These businesses could go elsewhere or
cease to exist. In either case this will affect economic activities such as taxation and
employment. Such issues can be seen in Libya. The undersecretary of MOC argued that the
international companies know about e-commerce and its related issues whereas Libyan
businesses are still in the early stages of e-commerce knowledge. Also, he mentioned that
using the Internet will drive many businesses such as travel agencies to close; he explained
that people are looking to save money, therefore they will be looking to buy from the
source of the services rather than local agencies. He advocates that if local suppliers are
going to survive, they will have to compete and provide better services for lower prices.
The LCB operations manager argued that competition between electronic business and
traditional business may result in the disappearance of the traditional businesses from the
market.
However, the chairman of the BA Group claimed that Libyan markets are consumer
markets. He argued that the markets will not be affected much by e-commerce stating that
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enabling e-commerce services would benefit the consumer by being able to buy the same
product at reduced prices. He explained that e-commerce may affect traditional businesses
but will benefit consumers. The undersecretary agreed that competition in the commercial
market will get sharper. He stated that Libyan producers are always complaining that many
international products have entered the country through Libyan importers or traders.
Additionally, the chairman of the BA Group argued that products in the market are either
Many of the products in the market are imported from outside and if
we take out agricultural products then we could say yes e-commerce
would pose some threat to traditional commerce.
He explained that many of the consumers would just go to the source and buy what they are
looking for at a competitive price. This will enable them to save money and reduce the cost
of buying which will create competition. He further added that agricultural products will
not be affected by e-commerce because of the already low prices and high quality of these
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In the case of Libya, where few, if any, studies have taken place related to the subject of e-
commerce, this study clarifies that competition in the commercial market already exists,
It is been stated by the undersecretary of MOC that Libyan producers are complaining that
many international products have entered the market via Libyan importers and traders. He
stated that competition from e-commerce has not occurred in many developing countries.
Additionally, the chairman of OPTC and the marketing manager of LTT argued that
competition from e-commerce will not occur until the country’s infrastructure is ready.
Another reason mentioned by the business development manager of CI is that most Internet
users are young which will delay the arrival of competition in the country. He stated that:
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Table 6.1 below summarises the above competition issues and introduces three new issues.
6.2.2 Cost
All interviewees stated that cost is a major issue for e-commerce. The undersecretary of the
MOC claimed that the introduction of credit cards in the country will encourage people to
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use e-commerce. He also claimed that competition between service providers will drive
The committee chairman of OPTC agreed that e-commerce will save money for his
organisations and will speed up the way of doing business. Additionally, according to the
chairman of BA, e-commerce results in reducing general expenses especially for private
commerce benefits his organisation in many different ways stating that benefits differ from
one field to another. Giving an example in the accounting field, he argued that the company
provides some services online such as consultation, auditing and book-keeping. Without e-
commerce he said the company will not have the opportunity to provide these services to
customers from different countries. Clarifying that before using the Internet as a service
platform the company used to spend a large amount of money travelling to visit clients.
Another example given was the consultation field; he explained that using a traditional
method, the company usually sent a consultant to the client’s office to resolve problems but
using the Internet he stated the company could provide better services as the company
consultants could work together on one project without leaving the office. He summarised:
The operations manager of CBL argued that e-commerce reduces the cost of operations. He
stated that:
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Thirty three percent of the questionnaire respondents strongly agreed that e-commerce
helps to reduce costs, where only 8 percent strongly disagreed with the statement.
Additionally 31 percent of the candidates stated that in order for the Internet to be
According to the Chairman of the BA Group and the general manager of OCC, email and
VOIP reduce communication costs. The BA Group chairman argued that his organisation
general manager of OCC stated that most of his organisation’s business activities take place
commerce and the Internet helped the company to reduce the cost of communications and
employment. He argued:
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Reducing selling costs is one of the main drivers of e-commerce. The Chairman of BA and
the Internet café manager claim that e-commerce reduces the trading cost for importers and
service
The marketing manager of LIB argued that e-commerce helps in reducing the cost of
Why does the electricity company have to employ someone whose entire
job is standing at a cashier window collecting money, when they can do
it electronically and avoid people wasting their time in queuing as well
as destroying the employee’s life by doing nothing but collecting money?
The cost of implementation is one of the major e-commerce barriers. The LTT marketing
manager argued that the high charge of Internet connection was due to the cost of
implementing ATM technology in the server of LTT. He argued the company has to make
sure that such expenses are covered in order to reduce the price. Additionally, the
operations manager argued that implementing the payment system in Libya has cost the
Central Bank of Libya 40 million Dinar. Similarly, two Internet café managers (AW, AR)
stated that the cost of PCs, network, hosting and domain names is also a barrier for e-
commerce in Libya.
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The cost of hardware and software remains out of the reach of many people. However, the
Libyan government has taken action to overcome such barriers, for example by providing
One Laptop Per Child (see Section 6.2.11) and reducing the customs duty on electrical
equipment (see Section 6.2.4). Additionally, the MOC undersecretary claimed that 25
‘The cost of Internet connection is high and needs to be reduced’ this statement was argued
by all interviewees. The general manager of OCC and the undersecretary of MOC maintain
that the misunderstanding of e-commerce and the poor communication infrastructure with a
high cost of Internet connection are a barrier for e-commerce use. The general manager
added:
Others argued that the Internet does not cover the whole area of the country - it is only
available in cities. Access to the Internet according to some interviewees (OC, AR) cost
around £250 a month for a peed of 128kb, £25 for ADSL services of 64kb and at least £350
a mouth for 512kb using satellite technology. In addition to above, according to three
managers, a charge of £3500 has to be added for installation (AW, AR, and OCC). Another
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manager (OCC) explained that his company pays around £750 a month for 1mb as well as
£75 a month a cable rental using a lease-line technology. The marketing manager (LIB)
stated that Internet mobile technology costs 1 Sterling penny for 1kb. He admitted that the
prices are slightly high compared to other Internet providers such as LTT, arguing that the
reason was the service is aimed a businessmen who want to access their email on the move.
Justifying the high charges, the marketing manager of LTT stated that ADSL needs ATM
technology in landline digital servers, and that recently this service has been put in place.
Prices remain high in order to cope with the high demand. As he stated:
Economy rules supply and demand, we have put the price higher in
order to reduce the demand, with time the price will be decreased
gradually.
He argued that 256kb service which cost now 9000 L.D (£4500) a year was reduced from
55000 L.D (£27500) a year admitting that the price of Internet connection is extremity high
In agreement with LTT marketing manager, the manager of AR stated that the cost of
connecting to the Internet has fallen gradually through the years citing the reduction of
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purchasing at lower prices from the competing providers. The LIB Marketing manager
stated that people are looking to save money and they adopt the e-commerce to do so.
Additionally, the BA Chairman argued that the main driver of e-commerce is saving
money. He argued that consumers can buy from the Internet at competitive prices and save
There are some issues related to cost that were mentioned in the literature review but have
yet to been seen in Libya. For example, the cost of implementing ICT infrastructure is still
not yet an issue in the country. Libya is building an ICT infrastructure, however, at the time
this research was taking place, the country was still in the negotiation process with
international companies and the amount of investment by then was not an issue.
Delivery infrastructure (postal services) does not exist in Libya. Therefore, international
companies cannot deliver physical products to customer’s premises. However, the need for
such infrastructure is still not the priority in the country so there are no e-commerce
activities in the country for the time being. But in the near future the issue will be a
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The Internet café manager of AW and the operations manager of LCB argued that
implementing e-commerce will create a training need for the use of new systems and hence
The central bank of Libya is sending employees from all Libyan public
banks outside the country for training from time to time to learn English and
get some training in banking electronic systems. Other workshops and
training courses are taking place inside the country.
He added that e-commerce reduces the cost of transactions in the banking system rather
Table 6.2 lists issues that were mentioned in the research findings.
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6.2.3 Culture
The marketing manager of LIB argued that e-commerce gives citizens the freedom to
express different opinions and thought, which can be seen as a barrier for e-commerce
adoption in a Muslim country such as Libya. The undersecretary of MOC argued that
Libyans are resistant to culture change. He explained that job changes are not accepted by
many Libyans. He stated that Libyans generally benefit from ‘an easy life’ as a result of
government policies. The chairman of OPTC claimed that culture can be a barrier for
The LCB operating manager argued that people will not accept new technology easily
which will affect the adoption of e-commerce. However, he explained that e-commerce is
still in its early stages and therefore resistance is not yet apparent. Additionally, the
marketing manager of LTT emphasised that Libyans who do not have payment cards will
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People who have the opportunity to travel abroad and use the internet
and manage to get credit or debit cards know what e-commerce and
Internet are about. But those who haven’t had the chance to go abroad
know nothing about e-commerce and will face difficulty in getting into
the new technology, and will not accept easily the changes in their lives.
However, and according to the chairman of BA, culture will not be a barrier for e-
commerce adoption Libya. He explained that e-commerce brings a new way of doing
People like change and new methods of living their lives which could
count as a driver.
He argued that Libyans are change adopters, giving as an example the move from living in
tents towards living in high buildings and towers. He then mentioned that e-commerce
could bring the right structure and help drive economic development.
6.2.3.2 Intervention to ban the sale of certain items that violate culture
The manager of AR said that Libyan culture, traditions and values may intervene against
this type of economy and create certain barriers, e.g. selling certain goods and products that
conflict with such culture, traditions and values. The marketing manager of LTT argued
that people will fight not to adopt e-commerce if they believe that their culture will be
affected.
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Credit cards are expected to become common in Libya. However, interviewees’ opinion on
the adoption of the credit cards varies. The undersecretary of MOC argued people will not
wait for legislation to use the cards. They are waiting for the moment cards are issued and
The marketing manager of LIB emphasised that paying interest on credit cards is not
allowed in the Islamic religion. However, the Central of Bank of Libya has announced the
introduction of payment cards in Libya, the IT manager of CBL explained that the National
Payment System will enable businessmen and companies to accept payments electronically.
The Internet and e-commerce are still in the early stages, therefore, there were no
comments on child protection and related issues. However, such issues will arise in the
future, especially because the majority of Internet users in the country are teenagers. The
undersecretary of MOC claimed that the younger generation will grow up using the Internet
and e-commerce.
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The Internet café manager of AW argued that e-commerce could help to keep the culture
women. He explained:
For Libyan women who are not usually allowed to go outside of their
house according to the customs and tradition or who are busy with
house-keeping and have no time to go shopping, the Internet will be a
very useful tool for them.
Additionally, he argued that it should benefit men as well in that they do not have to wait
for their wives while they do the shopping. Such a culture exists in most Arab countries
where women are not encouraged to work or be involved in any way with men who are not
related to them.
Seven interviewees agreed that e-commerce will change the business culture. The
undersecretary of MOC argued that the uptake of credit cards will drive many businesses to
change their culture and business models. The OPTC chairman explained that his
organisation is already changing its business culture by introducing new electronic services.
He stated:
E-commerce will be a good thing with convenience and the ease of use;
changing business culture will be good for the business and customers.
The marketing manager of LIB and LTT explained that e-commerce will change the way of
living, speed up the way doing business and save time in social life. The same comments
were made by the operation manager of LCB who argued that the Central Bank of Libya
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will help other banks to change their traditional business methods. He also mentioned that
Internet banking will be the next step for Libyan banks after the adoption of the National
Payment System. Evidence of business culture changes were confirmed by the chairman of
the BA group and the general manager of OCC. Both organisations are using e-mail and
Table 6.3 below indicates that many Libyan organisations and users have already started
using the Internet for e-mail purposes, and believed that e-commerce can provide
organisations with more advantages. For example 85 participants believe that e-commerce
speeds communications and at least 74 of the respondents argued that E-Mail was useful for
communication.
Additionally, 53 percent of respondents indicated that they already have a website, which
suggests that the Internet is already having an effect on people’s lives. Thus it would appear
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that e-commerce may not conflict with the culture of the country. However, it is difficult to
know what the full effect of e-commerce will be on Libya’s culture at this stage.
Another issue mentioned was the mistrust of service providers; the marketing manager of
LTT stated that mistrust that has built up over the years has affected users. He argued that it
is extremely difficult to change people’s beliefs and reaction against the Internet and its
Some people don’t really believe they can trust websites. The problem is
that it will be difficult to convince people that something is real or not
through website advertising.
If we don’t move quickly, people will feel scared to use the Internet and
some of them may never use IT.
However, one interviewee (LIB operation manager) stated that e-commerce in Libya is still
in its infancy in terms of knowing its disadvantages. He argued that time is needed to
Another issue was mentioned by the MOC undersecretary and five other interviewees:
education and reduction on customs duties on imported electronic equipment may help to
change the culture of Libya’s citizens. Additionally, they explained that changes in business
culture will create money and help the country’s economy, referring to the saving from
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Chapter six: Findings
using the e-commerce. The OPTC chairman stated that reducing costs can help people to
The OPTC argued that people need to be encouraged to use e-commerce for the first time.
He said:
In a summary, all issues mentioned in the literature review were confirmed in the research
findings. Additionally, a number of new issues were mentioned. The previous and new
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e-commerce will have a significant effect on developing the economy of Libya. All
interviewees were asked if e-commerce will effect the development of the economy. Most
interviewees (MOC, OPTC, LIB, LTT, BA, AW, OCC, LCB and CBL) agreed that e-
commerce will help developing the economy. The undersecretary of MOC argued:
I don’t think e-commerce would have any bad effect on the Libyan market.
The undersecretary of MOC agreed that e-commerce will increase competition, but he also
He ended saying:
He explained the importance of Libya’s location and tourists’ attractions in the country,
such as the Mesrata FreeZone. Believing that e-commerce would help the country to
advertise its attractions and help to develop the tourism industry, he said:
Many people don’t know what Libya has to offer. If we put things on the
web and provide services over the Internet, we can expect to see a
significant increase in business. For tourism as an example, travel
agents could advertise Libyan historical places using flash technology
that will definitely bring more business to the whole country.
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He argued that if tourism companies and government ministries introduce these attractions
to the world electronically in professional form then that on its own will be enough to help
economic development
The cost of e-commerce adoption varies from one country to another. The infrastructure of
Libya is still in the early stages of development. The operation manager of LCB argued that
developing the infrastructure of Libya will delay the adoption of the banking system. He
explained that there is no connection between the bank branches. The same comments were
supported by the IT manager of CBL. However, not one of the interviewees mentioned the
delays of economic development of e-commerce. The reason may very well be the good
financial situation in Libya and its surplus of oil. Additionally the chairman of BA argued
that if the technological infrastructure is improved and used as an economic tool then e-
advanced regions
It is argued in the literature that adopting e-commerce technology could shift economic
activities away from marginal or disadvantaged regions towards advanced regions. Such
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concerns were not expressed by the interviewees. The operation manager of LCB stated
that e-commerce may create threats to business in Libya, but such threats may be seen in
the future, not in the short term. The chairmen of the BA group said that the Libyan market
is more a consuming market than a producing market. Therefore, e-commerce will create
no threat (see Section 6.2.10). One interviewee (the undersecretary of MOC) said that there
Libya’s exports, given the future of Libya’s distinctive position as a trade centre and a
major financial market in the region for re-export. He contends that there is an urgent need
infrastructure that can contribute to the development of information and its applications.
For example, e-government and the importance of human resources development to meet
enterprises
The success of e-commerce can be at the expense of enterprises in direct competition with
international suppliers. The undersecretary of MOC and the Chairman of OPTC argued that
e-commerce will cause many businesses in the market to fail (see section 6.2.10) and many
others will shift there activities onto the Internet. The Internet café manager of AW argued
that many new e-commerce companies will be created and if traditional businesses are to
survive, they will have to catch up with the technology. However, the undersecretary of
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MOC argued that competition between Libyan and international importers and traders is
business customers
The internet allows online businesses to gain new customers from the traditional
the market many businesses will be involved and the potential of Business to Business
activities will be significant. The Internet café manager of AR argued that the internet
market is bigger than local markets of any country and has no limit.
The BA group chairman argued that reducing costs and increasing the possibility of
opening new market places will help to increase production which will provide competitive
advantage aiding the development of the economy. Furthermore, he added, the Libyan
market is a consumer market. He maintained that 70-80 percent of consumer products are
imported. By using e-commerce consumers will save money which will contribute
positively to the economy of the country. The undersecretary of MOC argued that e-
commerce can help consumers to save money by buying cheaper products (see Section
6.2.1). Additionally, the reduction of costs in employment, travel, shipping and many other
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aspects will result in money saving which can be reinvested in the country’s economy (see
Section 6.2.2).
There were some issues that were mentioned in the literature review but were not in this
study. The reason, according to the researcher’s best knowledge, is because of the early
stage of e-commerce adoption in Libya at the time of the study. For example, interviewees
could not comment on the benefits to Libya’s society or economic development. The same
case applies to companies who have less access to technology and Internet market share.
The Undersecretary of MOC argued that there will be some contraction of the economy and
He stated that there is no way back, it is only forward with the e-commerce issue. He said:
He meant that even if some problems appear in the beginning that will not stop the
government, everybody will be happy with the final result. He stated that time wasted will
cost the country in money and time to catch up with other countries.
Additionally, the IT manager of CBL mentioned that training and education are needed, in
order to provide a human resources which will contribute to the development of the new
economy.
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In summary, Table 6.5 lists all issues that were mentioned related to economic activities.
6.2.5 Employment
Employment and job losses were other barriers mentioned by interviewees. One
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Chapter six: Findings
However, the undersecretary of MOC argued that unemployment in Libya was not because
there are no available jobs to applicants but is rather having the right people in the right
place. He explained:
He explained that the mentality of the Libyan people, will not accept just any type of job or
fit in any positions that become vacant in developing nations. He gave as an example the
opposite: Europeans and their ability to adapt a new job in a new place. The reason for
giving this example was that European citizens need money to pay for rent and living
expenses, whereas in Libya this pressure is absent because food, drink and living expenses
are provided by the government at exceptionally low prices. Furthermore, he claims that e-
It is because of the economic cycle. There are many studies showing the
percentage of unemployment is almost the same in all decades, and that
confirms e-commerce is not the reason for unemployment but the
development of the economy.
Reduction in administrative work is another driver that was mentioned. The marketing
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He explained that this is probably due to many employees of the government still being
paid even though they have left the job or may even have died! The current administration
systems are so poor that they have yet to catch up. He also explained that many low grade
E-commerce will drive people to be more organised with their jobs and
payments.
The belief that e-commerce can create new jobs was seen in many of the interviewees’
statements. The undersecretary of MOC argued that e-commerce will force people to learn,
improve and educate themselves to be redeployed in another position. The same view was
People will think that e-commerce will affect the employment rate in the
country and will slow the wheel of economic development. They are
wrong. The people who are made redundant could be redeployed in
other positions and help in different ways.
The IT manager of CBL argued that the National Payment System training programme will
contribute in providing human resources that are needed for the banking sector and in
creating new job opportunities. Additionally, the Internet Café manager of AW argued that
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Chapter six: Findings
creating websites for car sales companies. Additionally, the BA Group chairman argued
that e-commerce can create new job opportunities by providing services internationally.
tasks. Thirty six participants strongly agreed, only 6 participants strongly disagreed. See
Figure 6.1
All respondents who currently have a website update them themselves which can be an
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Chapter six: Findings
It has been argued by the MOC undersecretary that the unemployment is a result of
economic cycle rather then e-commerce. He explained that all studies show that the
The IT manager of CBL, MOC undersecretary, LIB marketing manager and operation
manager of LCB all argued that training and education are needed for Libyan employees.
Such training and education will create new job opportunities and help in developing the
country’s economy.
In summary, all issues mentioned in the literature review are confirmed in these research
findings. However, some new issues arose. All issues are listed in Table 6.6
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Chapter six: Findings
6.2.6. Government
Interviewees were asked about e-commerce barriers. All agreed there are many barriers to
e-commerce in Libya and all argued that it is time for government to get involved and help
The interviewees also indicated that some barriers are created through governmental
of MOC stated that the Libyan government realises the benefits of e-commerce and has
made the decision for adoption. He explained that the successful adoption of e-commerce in
commerce can help the country’s economy. Another important role that can be identified by
the Central Bank of Libya’s IT is that the bank is working on increasing the benefits of the
large development of information technologies and improving the environment for banking
activities.
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The Libyan government is supporting all the infrastructure investment in the country using
its different agencies. The MOC Undersecretary explained that the development of e-
commerce legislation is underway (see Section 6.2.8) and the Central Bank of Libya is
developing the National Payment System (see Section 6.2.9). OPTC is developing the ICT
infrastructure (see Section 6.2.7) and LTT is developing the internet connection in the
country (see Section 6.2.7) . However, all interviewees stated that the cost of Internet
connection is high and needs to be reduced (see Section 6.2.2). Some argued that the
Internet does not cover the whole area of the country and that it is only available in cities.
The committee chairman of OPTC argued that there is no one organisation responsible for
e-commerce barriers, explaining that the telecom service company is responsible for the
infrastructure, banks responsible for payments systems and the Ministries of Justice and
Economy are responsible for legal issues, admitting that all government organisations
should work together to have the right infrastructure for e-commerce. He stated that his
company’s responsibility is last on the list as a priority for using e-commerce. Further more
the marketing manager of LTT stated that ADSL needs ATM technology in landline digital
servers, recently this service was put in place which delays the introduction of the services
to the citizens.
On the other hand, the BA chairman argued that e-government adoption and payment
systems implementation are the major drivers of e-commerce in the country. The
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Chapter six: Findings
have already been implemented and that there has been an e-government adoption policy
since 1984 when the Libyan Prime Minister was thinking of using fax for all government
work. He argued that the government is working on developing full e-government covering
As regards payment system adoption, the LTT marketing manager agreed with three other
interviewees (OPTC, BA and LIB) that a National Payment System is a big driver for e-
commerce. The undersecretary of MOC stated that the spread of credit cards across Libya
If the credit card system is distributed across the country then that will
build a very good infrastructure for e-commerce in the country.
In addition to that the operation manager of LCB stated that CBL is working on increasing
the benefits from information development by improving the banking activity environment
and introducing the National Payment System. He adds that CBL and other Libyan banks
manager of CEL argued that this programme is part of a strategy to ensure efficiency and
The marketing manager of LIB explained that another payment system has been developed
by the company to enable customers to pay for activities over the mobile phone network.
He explained:
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Chapter six: Findings
won’t have enough time to spend in dealing with many issues such as
paying bills etc that is why we came up with this solution.
Another driver mentioned by the undersecretary of MOC, was the aim to provide one
million portable computers to young people (One Laptop Per Child, OPLC). He said:
… that would help catching up and educating our kids in order not to
have later on the problem of getting into technology.
He continued:
Furthermore he said that the Economic Ministry has reduced the cost of importing
technology equipment in order to encourage citizens to benefit from the cheaper new
technology. He said:
e-commerce law and regulation is one the drivers taking place in the country. The
undersecretary of MOC argued that the e-commerce law implementation is in process and
Admitting that there are some barriers to adopting e-commerce law, he said:
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Chapter six: Findings
What matters is can we make a regulation that will satisfy both parties -
customers and service providers?
Additionally the lack of regulation has created computer crime in Libya. The Internet café
The Libyan government tends to support monopoly organisations and limit opportunities
for private companies. The Undersecretary of MOC stated that e-commerce infrastructure
of telecommunication is poor in the country (see Section 6.2.7). The Chairman of OPTC
advocates that his organisation is the only organisation responsible for the landline and
postal services in the country. Additionally, he explained, OPTC owns LTT (the only
Internet services provider), Libyanna and Al-Madar (The only mobile companies in the
country) (see Section 6.2.7). However, the chairman of OPTC claimed that the government
The undersecretary of MOC indicated that people will not wait for government action and
regulation to start using the Internet and e-commerce. He explained that the country has to
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Chapter six: Findings
The marketing manager of LIB, the Business development manager of CI and the general
manager of OCC argued that the government and other private organisations should pay
In summary, most of the literature review issues in government were mentioned in the
interviews, however, there are some issues that were not mentioned. The reason was the
early stages of e-commerce adoption in Libya. All issues are all listed in Table 6.7
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Chapter six: Findings
6.2.7 Infrastructure
All interviewees were asked about the type of software and hardware used in their
organisations in order for the researcher to observe the level of computer engagement in
their organisation. They all stated that Microsoft operating systems were in use along with
other Microsoft software and business applications, such as Microsoft Office, SharePoint
and server. Other software from different companies is used. According to one interviewee
(the BA chairman), some accounting software such as Sage Line 50 is used by his
All organisations have a network infrastructure and hardware at different levels. One
interviewee (the BA chairman) stated that his company had a full network installed and is
running Microsoft server 2003 linking all PCs and laptops to printers, FAX and scanners as
Interviewees and questionnaire respondents were asked if they have a website in their
organisations. Most had at least one website (the engineering manager of OC indicated that
his company has three different websites). Most websites however are designed in-house
and updated by company staff. One interviewee (the AW manager) stated that his company
had no website. Two managers (AW, LTT) and the chairman of BA argued that websites
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Chapter six: Findings
He argued that having a website may help to reduce the cost of face-to-face communication
and attract new customers. However, the engineering manager of OC believed that a
website would just give background information about the company and its services,
therefore there is no need for it to be updated often. One Internet café manager (AR) stated
that having a website is worthless arguing that a website would bring no benefit to small
businesses. His argument was about comparing the benefit of having website and the cost
of designing and hosting. Moreover he said that for his business all customers were local
and knew where the café was based. However, he explained that having a dynamic website
with free membership may provide a financial benefit, saying that such websites have to
provide social networking and should host discussion rooms, uploading and downloading
media files. An LTT marketing manager said that extra services, such as weather and
market watch, are important in websites as they kept visitors coming back. He argued that
Additionally all interviewees agreed that infrastructure is one of the big barriers therefore
the country should take the right steps to develop its communications infrastructure. The
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Chapter six: Findings
The undersecretary of MOC stated that e-commerce infrastructure of ICT was not yet
ready. He argued that the network did not cover all the country’s regions. He explained:
Additionally, the operation manager of LCB argued that National Payment System success
is dependant on the improvement of the ICT infrastructure. He claimed that the bank’s
branches cannot be linked because of the poor infrastructure (see Section 6.2.9). The same
comments were made by the IT manager of CBL. The BA Group chairman argued that the
infrastructure is the main barrier for e-commerce in Libya, and insisted that the government
Interviewees were asked about the Internet in their organisation and the type of
communication used to connect to the Internet. All interviewees were connected to the
Internet using different Internet Service Providers. Most interviewees were connected using
ADSL provided by LTT. Companies were paying one-off fees of 150 L.D (£75) for
installation and 50 L.D (£25) per month for 5 gigabyte (gb). Some were connected using
satellite technology paying around 7000 L.D (£3500) for installation and 750 L.D (£375) a
month for 256 kilobytes (kb). Others combine the use of ADSL and satellite technology to
maximise the speed and reduce the cost. The results are summarised in Table 7.10.
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Chapter six: Findings
The Business Development Manager of CI complained that the failure of connecting to the
Internet that was provided by LTT was one of the main barriers to e-commerce for his
business, whereas the AR Internet Café manager stated that people are walking away from
Figure 6.2 also shows the type of connection used. 33 percent are connected using satellite
technology, 17 percent using dial up technology provided by the general post service
company where 50 percent stated that their Internet was provided by LTT.
Satellite
33%
LTT
50%
OPTC
17%
An Internet café manager (AW) said that connecting through satellite is more convenient
for many reasons, he then explained that connection rarely fails and when it does fail, there
Table 6.9 indicates which communication tools respondents used. Most people use e-mail
and telephone over the Internet rather more than other tools. Other tools, such as Trade
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Chapter six: Findings
Data Interchange and voice mail, are rarely used. Only 7 percent are using electronic forms,
It is clear that e-mail is the most favoured Internet tool. E-mail does not need any sort of
payment regulation to be used in the country. Other tools, such as electronic funds transfer
and video conferencing, are rarely used because of the poor infrastructure of e-commerce
strongly agreed that they are willing to be involved in e-commerce but they cannot use it.
Whereas 23 percent argued that the speed of Internet connection is the barrier.
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Chapter six: Findings
networks by monopolies
The only legal service provider in the country is owned by OPTC, argued the LTT
marketing manager and OPTC chairman. They claimed that no company is allowed to
However, as the AW Internet café manager and the OCC General Manager said, many
organisations use other service providers from different countries (see Sections 6.2.8).
The cost of establishing the e-commerce infrastructure is significant. The OPTC chairman
claimed that his organisation invested a significant amount of money to develop the ICT
infrastructure and establish the two mobile companies and the Internet service providing
company (see Section 6.2.2). Additionally, the operation manager of LCB stated that for
establishing the National Payment System the Central Bank of Libya has to invest around
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Chapter six: Findings
international companies
The undersecretary of MOC, the operation manager of CBL and IT manager of CBL agreed
that the National Payment System was developed by three international companies to
The lack of infrastructure drives companies to break the law to get an Internet connection.
The Internet Café manager of AW and the OCC general manager stated that their
organisations are connected to the Internet using the satellite connection to overcome the
In a summary, most of the issues mentioned in the literature review were confirmed in the
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Chapter six: Findings
management
Lack of infrastructure drives organisation to break the
New Barrier
law
6.2.8 Legislation
business
e-commerce law and regulation was one the drivers that was taking place in the country.
The undersecretary of MOC argued that the e-commerce law implementation is underway
Nine interviewees (the undersecretary of MOC, OPTC chairman, LTT marketing manager,
development manager, AW Internet café manager and OC engineering manager) stated that
the lack of payment legislation is considered a barrier. They suggested that such legislation
will provide a good infrastructure for e-commerce in Libya. However, the IT manager of
CBL argued that the legislation for payment systems and credit card use was considered
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Chapter six: Findings
Additionally, the OPTC argue that other issues such as electronic signatures are still not
available in Libya. He explained that such signatures will ease the way of doing business
and encourage businesses to deal electronically. The BA Group chairman argued that the
absence of regulation has resulted in the delay of e-commerce adoption. The MOC
undersecretary explained that there are some barriers to adopting e-commerce law such as
According to some interviewees, many young people were interested in hacking and
cracking techniques rather than getting information from the Internet. An Internet café
manager (AW) explained that the lack of e-commerce and Internet knowledge drives many
people to take this hacking path. He said that many people use Internet cafes to crack
software keys and hack websites rather than to gain other benefits from the Internet. He
explained that this was because of the lack of payment systems and security as well as the
As a result of not having the ability to buy online, many young Libyans
are driven to finding alternative solutions to get what they want from the
Internet.
He added that they usually share hacking and pirating knowledge and techniques with other
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Chapter six: Findings
solution
The undersecretary of MOC argued that the absence of regulation may effect badly the
Libyan users. He explained that many Libyans do not have the experience of using e-
commerce and its related activities which may lead them to breach the law. The OPTC
chairman advocated that his organisation has developed applications which are not in use
due to the absence of regulations (e.g. e-signature). In the same way, the marketing
manager of LTT argued that the lack of regulations and payment systems were the reason
The OPTC chairman explained that the absence of regulation has led to the difficulty of
adopting e-commerce. He explained that his organisation may be responsible for the
infrastructure issues, but there are no regulations to map the way forward for adopting e-
commerce.
The Operation manager of CBL stated that businesses using the Internet have to use LTT,
the only authorised ISP in the country rather than any other provider such as satellite
technology. The reason is that most satellite services providers have no licence to operate in
the country and are classified as illegal. However, some interviewees said that the LTT
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Chapter six: Findings
service is improving and the company had reduced the cost of Internet connection by more
than 70percent.
All interviewees argued that hackers and security are barriers for e-commerce (see Section
6.2.12). However, the AW Internet café manager stated that the interest in developing
viruses and hacking systems is result of the absence of regulation in the country.
development manager) argued that viruses and hackers had created a miss-trust of e-
commerce. Regulations and legislation can drive people to develop a trust in the electronic
services and use e-commerce for their activities. The chairman of BA Group explained:
Some issues found in the literature search were not mentioned in this research. For
example, the literature indicates that some goods and commodities can be bought and sold
illegally online. Such issues were still not obvious in Libya because there is no payment
system in place.
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Chapter six: Findings
government on its own was also not observed in Libya, especially since the Libyan
government had just start thinking of adopting e-commerce regulation. The same issue
would lead to the difficulty of understanding the conflict between the legislations of e-
According to undersecretary of MOC, people will not wait for government action to set up
regulations. He explained:
If the credit card system was distributed in the whole country then that
will build a very good infrastructure for e-commerce in the country.
People will start trading if they have a possibility - they won’t wait for
law to be issued.
Such issues can be seen as a driver for e-commerce adoption. If citizens start using e-
commerce in the country, then that will drive the government to issue the legislation and
According to the chairman of the BA group, that absence of regulation can affect economic
development. He explained that users will use other countries for their electronic activities
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Chapter six: Findings
manager and OC engineering manager) argued that education and training are needed to
In summary, this research confirms most of the issues mentioned in the literature review
and adds some other new issues. These issues are listed in Table 6.11
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Chapter six: Findings
talking
People will not wait for regulation to use e-
New Barrier
commerce
E-commerce users can force government to adopt
New Driver
regulations
Absence of regulation drives business away from
New Barrier
the local economy
Training and education is needed for e-commerce
New Driver
regulations
6.2.9 Payment
The chairman of OPTC and the LTT marketing manager argued that a payment system
will enable customers to pay for their billing online. He explained that this online payment
system will save the cost and speed the time of transactions. The LIB marketing manager
argued that the National Payment System will be a driver for e-commerce in Libya (see
Section 6.2.2). The operation manager of LCB argued that his bank is expecting to see an
increase in business activities from his customers after the introduction of the electronic
payment system. However, the BA Group chairman argued that his organisation is already
working on introducing an electronic payment system for its customers (see Section 6.2.7).
The Chairman of OPTC argued that a payment system will reduce the cost of employment
and time of operating. Additionally, he explained that a payment system will reduce the
cost of securing cash, arguing that his organisation was paying a significant amount of
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activities
It is argued that a payment system would speed up transactions and increase activities
between banks. The LTT marketing manager explained that the National Payment System
would allow immediate transactions between banks and organisations. The same view was
confirmed by the LCB operation manager, that the system would enable banks to save time
in transactions. He explained:
The CBL operation manager explained that the next step for his bank is to provide Internet
banking services. The IT manager of CBL argued that the new system would help to
country’s economy
All interviewees agreed that payment systems are the main driver of e-commerce and are
the basic structure of the country’s economy (see Sections 6.2.2; 6.2.7 and Section 6.2.8).
The absence of a payment system has driven users to adopt illegal techniques to enjoy the
benefit of shopping online (see Section 6.2.12). Additionally, the lack of payment systems
in the country has driven many businesses to operate in other countries which can affect the
economic development of the country (see Section 6.2.4). The LTT marketing manager
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argued that the lack of a payment system has limited the development of the country. The
LIB marketing manager argued that the National Payment System would positively affect
the economic development of the country, explaining that people need to realise time is
ready
Four managers (AW, BA, LTT and LIB) and the undersecretary of MOC stated that the
spread of credit cards and ATMs in Libya is expected shortly referring to the plan of CBL.
If the credit card-system is distributed in the whole country then that will
build a very good infrastructure for e-commerce in the country.
In addition to that the operation manager of LCB stated that CBL is working on increasing
the benefits from information systems development by improving the banking activity
For the time being, we are doing most of our international business
through the Arab Foreign bank.
The IT manager of CBL explained that the programme will have five phases. Each of the
phases will be installed separately. He then discussed the Automated Cheque Processing
(ACP) system which will enable electronic cheque clearing. Automatic Telling Machines
and Point of Sales (POS) devices will provide a fundamental environment for the national
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automated teller distributor that will provide access to all customer accounts with
participating banks and execute cash drawing transactions through ATM machines by
The operation manager of LCB argued that the biggest challenge of the National Payment
It was stated that other challenges and issues such as education, training and languages are
being dealt with. He added that the next step for Libyan banks is to adopt online banking
systems. He explained:
The marketing manager of LIB explained that another payment system has been developed
by the company. The system enables customers to pay their utility bills and any other
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Furthermore, the marketing manager of LTT explained that his company strategy is to
reduce Internet connection costs and implement alternative payment methods in line with
companies including LTT and the postal services stated that his organisation will introduce
electronic billing and payment systems for his customers to pay online.
However, adopting payment systems requires large investment. The operation manager of
LCB argued that the National Payment System will cost the CBL around 40 million Libyan
diner. Additionally, he stated that once the system is ready to use, his bank will introduce
Internet banking to customers. Additionally, the LCB operation manger and IT manager of
CBL explained that the project will be delivered by three international companies and is
focusing on providing human resources for the Libyan banking sector (see section 6.2.11).
The central bank of Libya is sending employees from all Libyan public
banks outside the country for training from time to time to learn English
and get some training in banking electronic systems. Other workshops
and training courses are taking place inside the country.
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investment
All interviewees agreed that there is a need for secure payment systems (see Section
6.2.12). However, the IT manager of CBL argued that the developer of National Payment
System will have taken into consideration the important of security in payment transactions
security. He explained:
Interviewees were asked about the type of payment systems they use in their organisations.
Most agreed that cash is the commonly-used method. Others mentioned the use of money
transfer, bank transfer and approved cheques. None of interviewees were using credit or
debit cards in business. The chairman of BA stated that credit-card systems are not
available in the country at present. However, he stated that a development for accepting
credit and debit cards via his company website is taking place to be ready for use as soon as
it is available in the country. It is worth mentioning that some interviewees were using
credit cards issued overseas for personal use to buy from the Internet.
Payment systems are a barrier of e-commerce in Libya. The manager of AW argued that
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The Internet has been introduced in order for people to get connected;
they sell, buy or exchange things; well in Libya we cannot.
He carried on explaining that transferring money is very difficult and expensive, there are
no cards to be used, and no ATMs, not even a third party to help customers to buy over the
Internet. Another manager (OCC) added, the inability to accept payment online is one of
the biggest e-commerce disadvantages in Libya, the payment schemes available for online
transactions are traditional payment methods which are cash-on-delivery and bank
payment. Additionally, the committee chairman of OPTC argued that people will not accept
easily electronic payment systems as they used to carrying cash and paying by cheque.
According to the LIB marketing manager, his organisation has introduced an alternative
payment method. The reason according to the interviewee is that users want to use the
system and they will not wait for government action. The same view was supported the
In summary, all payment issues that were mentioned in the literature review were
confirmed in these research findings. Additionally a new issue arose. All issues are listed in
Table 6.12
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the way of doing business all over the world. All interviewees were asked if e-commerce
would pose any threat to traditional commerce. Some argued (CI, OC) that e-commerce
may pose some threats. A manager (AR) added that e-commerce will create many new
companies which will pose threats to the older ones. He explained that older companies
will have to adopt e-commerce along with the traditional way in order to survive.
However, others argued that e-commerce does not pose threat to traditional businesses, it is
rather a new method for traditional businesses. One argued (OC engineering manager) that
the two business methods are identical, especially in a market like Libya; he argued that
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many traditional businesses are using the Internet and the result being a perfect
combination in both sides. Furthermore, two interviewees (LCB, IC) agreed that they will
be not be a threat in the near future. A café manger maintained that traditional trade will not
be threatened, provided that traders can cope with the transformation and changed
technology. The development manager of IC stated that the financial sector will not
experience any threat arguing that in this sector manual and personal work is always
needed. Explaining his view, he stated that one of the reasons was the difficulty of
correcting a mistake electronically then manually in his organisation. He added that the
other reason is that most of the Internet users in the country are young; middle-aged and
older people do not really bother to learn any new technology because of the time and find
An Internet café manager (AW) explained that clothing items, cosmetics, and other
merchandise belonging to this category are unlikely to benefit in the near future in a wide
and accelerated manner from e-commerce, particularly since these depend upon the buyer’s
sense of fashion and culture. One manager (AR) maintained that the traditional trade
infrastructure has been well established in Libya over the last thirty years, whereas the e-
commerce infrastructure is still in its early years of existence. Furthermore, two managers
(OCC, AW) maintained that the level of e-commerce consciousness that has spread through
Libya and other Arab countries is still considered as the least developed with regard to
communications and information at the global level, and the least competitive and the least
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Our people have still a mile or so to go this way until they are used to
using the Internet and become e-commerce customers. Nonetheless,
indications reveal that we are going that way with big strides. From
now, one can say that traditional trade is not threatened whatsoever by
e-commerce; the latter is still in its childhood, if not in its infancy.
the economy
The undersecretary of MOC argued that traditional companies are the main contributor to
the country’s economy. However, he explained that Libyan producers are complaining that
many international products have entered the market. He explained that the competition
will be higher once e-commerce is adopted in Libya (see Section 6.2.1). He argued that
local producers have to improve their production quality in order to cope with e-commerce
competition. The LTT marketing manager argued that even though his organisation is an
Internet services provider, most of the organisation’s activities are still done in the
We provide no service over the Internet. For most of our services you
would have to walk in and apply.
development
The undersecretary of MOC argued that governments have been monitoring the
countries such as Tunisia. He explained that this fear of e-commerce affecting the
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Chapter six: Findings
traditional businesses starts to disappear with experience (see Section 6.2.1). Additionally,
the chairman of the BA group argued that most of the products in Libya are imported from
He explained that e-commerce will not effect the agricultural products in Libya because
Libyan fruit and vegetables have a reputation of high quality and low price. Additionally,
he added, the amount of production is not enough to satisfy the local market (see Section
The MOC undersecretary argued that the reduction of customs and taxes on electronic
importers can save money on shipping and other costs of the imported equipment to the
Libyan market than the cost of buying such equipment from e-commerce website.
e-commerce adoption
The Business development manager of CI argued that the older generation in Libya do not
use e-commerce and Internet but these people are the main spenders in the market. The
OPTC chairman agreed with the CI manager explaining that in order for e-commerce to be
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Chapter six: Findings
The CI business development manager and the AW Internet café manager argued that most
of the Internet users in the country are teenagers. Older people are not commonly using the
Internet. The CI business development manager explained that older people do not have
Reduction on customs and taxes can drive traditional businesses to save more money than
e-commerce websites.
In summary, all the literature issues mentioned are confirmed by these research findings.
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6.2.11 Knowledge
6.2.11.1 Knowledge of e-commerce
Interviewees were asked if they had heard of the term e-commerce. Seventy three percent
of interviewees agreed that the term means commercial activities on the web including
selling, buying and some other commercial activities; it is the future of traditional business
with less difficulty and saving time and money. Moreover, the chairman of BA added that:
Additionally, the general manager of OCC argued that term of e-commerce had been taken
This lack of awareness of companies’ electronic activities was notable from many
respondents and interviewees. Employees are not aware of their organisation’s engagement
in electronic services and have no willingness to be notified. The reason could be a failure
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Chapter six: Findings
The lack of e-commerce and information systems courses and training in the country may
be one of the main issues arising from this low result of e-commerce engagement. It was
noticed that many people use some Internet and e-commerce tools but they do not know
The BA chairman stated that one of the main barriers for e-commerce in Libya is electronic
illiteracy. He said:
Electronic illiteracy is the other main barrier but this barrier can be
dealt with in a short time if the government and people are willing to
learn.
Another manager (LIB) argued that knowledge is an important issue and it is a barrier for e-
commerce in Libya. There are no schools or colleges interested in the area or to provide
Some interviewees (BA, AW, LCB and LTT) admitted that lack of knowledge and shortage
of expertise in the field is a major barrier arguing that international expertise will not easily
meet the needs of the Libyan market. One Internet café manager (AR) argued:
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Chapter six: Findings
Additionally, the marketing manager of LIB argued that lack of knowledge could cause the
On the other hand, the government is trying to deal with technology issues by taking some
action, for example the undersecretary of MOC talked about providing one million portable
computers to young people (One Laptop Per Child, OPLC) (see Section 6.2.11).
employees from all Libyan public banks outside the country for training, language courses,
and work experience. Other workshops and training courses are taking place inside the
country.
All interviewees argued that the lack of knowledge in e-commerce and its related activities
have created some barriers for e-commerce adoption. The undersecretary of MOC
explained that international companies know about e-commerce but Libyan companies do
of applications which can be seen as a driver for adopting e-commerce knowledge. The
OPTC chairman and LTT marketing manager argued that it is not just the technology of e-
commence that is needed for e-commerce adoption, it is also the willingness of people to
learn and gain knowledge about e-commerce. The LTT marketing manager explained that
prepaid cards for shopping can help people to learn more about e-commerce without taking
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Chapter six: Findings
the risk of electronic payment. He added that people who had the opportunity to travel
People who had the opportunity to travel abroad use the Internet and
manage to get credit or debit cards. Then they know what e-commerce
and the Internet are about, but those who haven’t had the chance to go
abroad know nothing about e-commerce and will face difficulty in
getting into the new technology, and will not accept easily the change in
their lives.
The marketing manager of LIB argued that the resistance of users to gain knowledge is one
of the barriers in the country. He explained that his organisations faced significant barriers
The LIB marketing manager argued that it is the responsibility of the Libyan government
and other private organisations to educate and train people on e-commerce. The same view
was confirmed by the chairman of the BA group who stated that his organisation’s
employees have the benefit of having overseas training and workshops in the country that
are run by international expertise. Additionally the lack of highly qualified personnel is a
barrier for e-commerce adoption. The LCB operation manager argued that most of the
specialised employees are not Libyan or are Libyan but living outside the country. The lack
of those people, he explained, may result in delaying the payment system implementation.
The reason for the high percentage of young people is that Libya has a high proportion of
young people in the population as explained in Chapter 5. The Internet café manager of
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Chapter six: Findings
AW argued that younger generation users are sharing information with other Internet users
Questionnaire respondents were much less positive regarding the term e-commerce. Figure
6.3 indicate that 35 respondents out of 150 had never heard of the term e-commerce before,
while 43 stated that the term was heard of but had never been used, 37 had heard of e-
commerce but used it minimally and 31 had heard of the term in seminars. However, one
45 43
40
37
35
35
31
30
Frequency
25
20 18
17
15
12
10
7
5
5
0
never heard of Have heared I have heard Have visited have prepared planning for Undertaking e- we are we are
term before but not use in and useed in seminars strategy for e- using e- commerce extensive user extensive user
any way commerce commerce development of e-commerce of other
technology
Level of engagment
The lack of e-commerce and information systems courses and training in the country may
be one of the main issues arising from this low result of e-commerce engagement. It was
noticed that many people use some Internet and e-commerce tools but they do not know
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Chapter six: Findings
6.2.12 Security
Two managers (LTT, AW) agreed that there is a necessity of having security companies
Viruses, spam, copyright and security are other e-commerce barriers, as the general
As long as these people exist in the market don’t expect to see anyone
trading online. People feel no security on the Internet.
The BA chairman argued that there are many Libyans interested in exploring the new world
of e-commerce, all that stops these people is the fear of losing their money. The marketing
For international companies the case is different. They know what they
should do and how to keep their rights, but for Libyans who don’t know
what e-commerce is all about, they may be abused by other companies
through not knowing their rights.
It has been stated by the interviewees that most of the software in Libya is not legally
acquired but is pirated in one way or another. One Internet Café manager (AW) said that
nobody pays for software in Libya; he has, he said, been using computers for more then
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Chapter six: Findings
fifteen years and has never paid for software. He further explained that the software can be
downloaded and activated using a stolen key. Surprisingly, even security software such as
Kasper Sky and Norton antivirus are installed with stolen activation keys.
Another Internet café manager (AR) admitted that even though he downloads software
illegally, he knows it is not right. He explained that the lack of payment systems and other
e-commerce barriers mean that there is no legal way of acquiring software in Libya. He
said:
I know we should not do it this way, but what else can we do? We have
no alternative way of getting the software, this is the only way to be up-
to-date with technology and software.
However, the OPTC chairman argues that e-commerce provides security for his
organisations; he explained that paying security companies to provide guards to secure the
cash and guarantee the delivery to the bank costs his organisation a significant amount of
money. He explained:
Additionally, the LIB marketing manager argued that by using e-commerce, people do not
have to carry cash and can feel safer. As for the security of the payment system, the IT
manager of CBL argued that the National Payment System provides a secure platform for
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Chapter six: Findings
Forty three percent of questionnaire respondents stated that security is the biggest Internet
disadvantage. Such a high percentage in a country which has not yet adopted e-commerce
creates concern about the willingness of people to be involved in using the technology. As
shown in Figure 6.4 below, when people are asked if their fear of security is the reason for
Libya has started thinking seriously about e-commerce as an important issue to catch up on
the Internet revolution. One of the interviewees (OPTC committee chairman) indicated that
such pioneering initiatives are attributable to the decision-makers’ belief that the only
alternative, given the massive developments and progress in ICT at the global level, is to
participate in e-commerce, and to use all resources available to strengthen the infrastructure
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Chapter six: Findings
base in preparation for the new modern economic order. Another interviewee
legislation which stipulates that Libyan government departments must put into action an
active programme to transform and transfer all governmental transactions into digital deals
run on the Internet. The remaining interviewees also referred to this initiative, maintaining
that it will offer an appropriate background for interaction between the government, the
Enterprises in both the public and the private sectors have recognised the concept and
benefits of e-commerce through the Internet. Most of the companies in Libya in particular,
and in the Arab World and Africa, in general, have shown huge interest and enthusiasm in
venturing into this field. The general manager of OCC explained that e-commerce will
bring great benefits to Libya’s markets and will help to improve the country’s economy
mentioning that Libya as one of the developing countries trying to re-establish their
economies and to start being in the world market. He maintains that the increasing move
towards e-commerce will promote the international position of Libya’s businesses. This in
turn will increase business trading opportunities. Other interviewees (MOC, BA, LTT, LIB,
LCB, and AW) maintained that the Internet and websites will benefit Libya a great deal in
terms of offering high-quality goods, commodities, products and services in a record time
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Chapter six: Findings
and at affordable prices compared to those offered by stores and firms operating in
shopping malls. A manager adds that e-commerce will affect the way of tradition, custom,
and living. Life will be changed and speeded up, people will realise the meaning of “time is
money” and they will pay money for Internet connection to save time. He adds:
It might even affect social life, people won’t waste anymore extra time in
sitting and chatting.
Another benefit for Libyan state companies is reducing the cost of employing security
guards to secure cash. The committee chairman of OPTC stated that e-commerce will be
effective; it will speed up the way of doing work in the company. He stated that:
Questionnaire respondents justify the benefit of using e-commerce in the country. Seventy
five percent expressed their feelings on the benefits of enabling chatting systems. Seventy
three percent of the respondents stated that surfing the web and using telephone calls are
major benefits, where 80 percent stated that the main benefit of e-commerce is to acquire
information. However, only 34 percent were convinced that it could bring benefits for
selling, marketing and purchasing. The questionnaire results are summarised in Table 6.14.
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Chapter six: Findings
One interviewee (undersecretary of MOC) said that there is a need for coordination within
to result in an increase in the volume of the Libya’s exports, given the future of Libya’s
distinctive position as a trade centre and a major financial market in the region for re-
export. He contended that there is an urgent need for coordination among African countries
in order to provide a joint information infrastructure that can contribute to the development
of information and its applications, for example, e-government, and the importance of
human resources development to meet the likely need for IT professionals. The chairman of
the BA group stated that e-commerce would provide good opportunities for SMEs in Libya
especially in the private sector. These companies would be able to deal internationally
6.6 Summary
E-commerce drivers vary from one country to another. Some drivers apparent in some
developed countries have not yet appeared in many developing countries and in some cases
significant to note that some additional drivers were identified for the first time (according
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Chapter six: Findings
Technology adoption is usually combined with rapid economic growth and accompanied by
international bidding and supply processes for companies in Libya. Moreover, Libya faces
countries that cannot access it effectively. There are many barriers to e-commerce in Libya;
with a high cost of Internet connection; lack of payment systems; viruses; copyright and
security matters. The Libyan government has begun to think seriously about adopting e-
commerce as an important tool to catch up with the Internet revolution. Enterprises in both
the public and private sectors have recognised the concept and benefits of e-commerce
through the Internet. E-commerce should have an effect on developing the economy, if it
There are a number of barriers to the adoption of e-commerce such as security, taxation or
even in some circumstances, too much business for a company to cope with. One of the
relatively high charge for Internet access, the tariffs payable and cost of connection. Other
costs such as hardware and web-design remain out of many people’s ability to pay for the
service. There are further barriers specifically related to developing countries. Users are
rather then paying attention to e-commerce and e-business strategies. There are many issues
that could count as drivers and barriers to e-commerce and economic development at the
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Chapter six: Findings
same time. These issues are cost, payment systems, legislation and regulation,
All driver and barrier issues listed in the literature review model (1) (see Section 4.3) were
examined in the interviews and the questionnaire. The results show that all driver and
barrier issues are apparent in Libya. However, some of the barriers, such as competition
and culture, have not been experienced in Libya because Libya was in the early stages of e-
commerce adoption. In order for the government to adopt e-commerce and close the gap
between Libya and advanced countries, the government will have to think seriously about
each and every one of the issues discussed above. For example, the government will have
to pay attention to the fundamental issues in the economy, such as infrastructure, payment
Additionally, the e-commerce literature considers that the security issue is a result of the
lack of legislation and regulation. Results show that in Libya security was an issue on its
own, having connections, but not depending upon, other issues including legislation and
regulation. For example, the lack of Internet security in Libya was created because of the
absence of a payment system rather than the absence of legislation and regulation alone.
Knowledge of e-commerce, or lack of it, was seen as a fundamental issue for e-commerce
adoption in Libya, not only as knowledge of understanding but also as a tool for changing
culture and beliefs. The researcher believes that many countries have adopted the
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Chapter six: Findings
that technology. e.g. people in other countries started using computers and the internet
before wireless technology appeared, however, the case in Libya is different, many people
need to be educated and trained in using technology and to see the benefits before-adoption,
These findings confirm the e-commerce driver and barrier issues found in the literature and
The figure below shows the modified model of e-commerce drivers and barriers (e-
commerce drivers and barriers (2). Each and every issue could count a driver and/or a
barrier to e-commerce. The more benefit the issue is to economic development, the more
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Chapter six: Findings
Barriers Drivers
Competition
Cost
Economic activities
Employment
Government
Infrastructure
Knowledge of e-
commerce
Payment system
Security
Traditional business
For e-commerce adoption to be successful, the government will have to ensure that the cost
of implementing and establishing the e-commerce is not higher than the investment returns.
To achieve this, the government of Libya has to choose the right organisation to deliver
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Chapter six: Findings
market will enable companies to save money and cut travel and shipping costs thus
expanding the economy. If cost reduction is greater than the adoption cost of e-commerce
then one could argue that the country’s economy is developing and that growth is starting
to take place. Economists should pay attention to the period of adoption as in the first
couple of years the cost of adoption could be higher than the cost reduction. Therefore a
calculation of spreading this cost over some appropriate period could be a solution.
However, how to measure the cost reduction in a country’s economy is a problem. Clearly,
government has to ensure that the adopted technology can fit with the country’s culture and
tradition. Changing business culture can also be a driver for e-commerce adoption. Changes
in business culture could drive the whole country to see e-commerce as a useful tool.
Additionally, the government should support some cultural ideas and issues that e-
commerce may help to retain, such as encouraging Libyan women to work from home.
Competition in Libya will increase, and it may very well increase sharply for traditional
activities and create new jobs and enterprises which may result in developing the economy
of the country. If the government is able to support SMEs to adopt e-commerce, then a
better market for Libyan businesses could be created. The government could remove
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Chapter six: Findings
barriers to international trade and develop the market for Libyan products brands
internationally.
Government has to play an important role in all activities for e-commerce adoption. The
companies can be the main drivers; therefore the government should do its part by
introducing credit and debit cards, legislation and help in education. The absence of
government action may result in delays or even the death of e-commerce in Libya.
From the above, it can be seen that e-commerce can benefit the Libyan market and help
Libyan government has tried to adopt e-commerce since 1984 and has still not achieved it.
This begs the question as to what strategy the government should now adopt for successful
adoption. The government can not play the role by itself. The government needs the help of
international companies to build the ICT infrastructure and the payment system. Also the
users will need the support of Libyan local businesses to create job opportunities. The
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Chapter seven: The three-quarter moon model
229
Chapter seven: The three-quarter moon model
230
Chapter seven: The three-quarter moon model
Chapter seven
231
Chapter seven: The three-quarter moon model
232
Chapter seven: The three-quarter moon model
7.1 Introduction
This chapter examines the drivers and barriers of E-Commerce taking extracts from the
literature review and findings chapters to create a new model to help countries such as
Libya to adopt e-commerce. The chapter identifies the main actors for e-commerce
adoption and introduces a plan of action that Libya will need to adopt for successful e-
involve the fourth part (Libyan e-commerce users) to complete the moon, then one could
argue that the adoption of e-commerce in Libyan has been successful. However, to allow a
smooth transition to e-commerce, investments are required in the social infrastructure and
employee skills to enable the use of the technology in a way that is compatible with the
local circumstances, cultures and abilities of users in Libya. The three-quarter moon is
designed to fit the situation in Libya, however a generalisation of the model will also be
introduced. The generalisation will enable the model to be applied to other developing
Internet involvement is introduced and a classification for countries to point the level of
The findings and literature review chapters have indicated that there are many issues which
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Chapter seven: The three-quarter moon model
Competition could drive the economic development of the country by providing cheaper
products and services. Additionally, the lower production costs will encourage the entry of
new businesses and will increase competition in the market which may result in reduction
of costs. However, competition could destroy the small local businesses. These businesses
will not have the ability to compete with well-structured, multinational corporations. The
demise of these local companies will effect the economic development in the country and
shift the economic activities away from the market. In any case, it is still too early to
predict the effect of e-commerce competition in Libya, as the infrastructure of the country
is yet appropriate for e-commerce and most of the Internet users are young.
Cost reduction is one of the main drivers of e-commerce. E-commerce will reduce
communication costs, supply chain costs, postal costs, storage costs and many other costs.
It can reduce the costs related to buying and selling and save a significant amounts of
money that can be re-invested in the market. However, adoption of e-commerce will have
its implementation costs as well as the cost of hardware and software that is needed for the
end users. Therefore, the Libyan government and companies in the market have to study the
Culture is another issue; it was argued that e-commerce conflicts with culture and religion.
In Libya, e-commerce is still in early stage of adoption, so such conflicts have not yet been
seen. E-commerce can help to maintain the Libyan culture to provide work for Libyan
women from home. However, other people in Libya see e-commerce as a tool that may
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Chapter seven: The three-quarter moon model
affect their culture. A number of Libyan organisations have recognised the need to change
business culture and processes. For e-commerce to be successful, the Libyan government,
local and international companies have to encourage people to use e-commerce. Education
and training may clarify the benefits of using such technology and will minimise user’s fear
E-commerce and economic development are closely linked. The cost of adopting e-
commerce technology could delay other economic development in the country, especially
as many infrastructure issues need to be dealt with before the adoption can take place.
Therefore, the Libyan government must prioritise these issues in order to overcome the
delays of the development. Additionally, the government should encourage local sourcing
and support local business to achieve the economic development. Enabling e-commerce
Employment is an important factor in any economy. E-commerce may result in cutting jobs
in the market by introducing technological applications and using the Internet. At the same
time, e-commerce will create new job opportunities for IT literate and other unemployed
people. Therefore, there may be a need for education and training for Libyan employees to
cope with the challenges of technology and being able to adapt to new job opportunities.
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development. The government has supported all the investment in the country and is
establish e-commerce legislation which should support e-commerce in the country. Also,
the Central Bank of Libya, with the help of international companies, is working to
introduce the Electronic Payment System. However, the government still controls most of
the active companies in the market and supports monopolies which have minimised
If the infrastructure of the country is in a poor condition, then the chances of e-commerce
adoption is low. The Libyan government, as argued in Section 6.2.7, needs to improve the
legislation, etc) and to support private sector organisations to compete with other
Legislation for e-commerce and electronic activities is needed in the country. Goods and
commodities can be sold illegally in Libya and pirated software is available in the market at
low prices. The absence of legislation has resulted in delays to e-commerce adoption and
lack of confidence in using the Internet for business activities. However, even though the
Libyan government has started working to introduce new legislation for e-commerce and
electronic activities, it must pay attention to the conflict between new e-commerce
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A payment system may encourage people to do business online and gain new customers. It
may speed up transactions and activities between banks and provide opportunities for
online services. The Central Bank of Libya has started the adoption of the National
Payment System to introduce electronic cards, point of sales, ATMs, etc. However, the
system has come at significant cost and it will take time before people start seeing the
benefits of the system, because of the absence of other issues, e.g. infrastructure,
legislations, etc.
Traditional businesses in Libya were established long before e-commerce. It was argued
that traditional commerce is the main economic contributor in the economy. Because of the
businesses still have not experienced any threat from e-commerce. Introducing e-commerce
in the country may affect the traditional business. Therefore, government and companies
have to work together to minimise the effect of e-commerce on other business and
The findings of this research have pointed to the importance of knowledge within the
related issues has discouraged many people from using it. People see e-commerce and the
Internet in general as a tool that may affect badly the culture of the country and may result
in significant problems via hackers and lack of security. Additionally, there is a lack of
experienced workers in the country who are able to help in the adoption. Therefore, training
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and educations are important issues. Training and education are required for every e-
This research has confirmed that security is an important issue. Previous studies have
associated the security problem with technical and legal issues. However, the researcher
believes that security is an issue on its own and has links to all other issues of e-commerce.
In summary, each e-commerce issue can be a driver and barrier in Libya. It was clear from
each interview that there is no one organisation that is responsible in Libya for setting the e-
commerce strategies and planning. Also, the Libyan government does not have a clear
strategy for e-commerce adoption. Drivers and Barriers Model (2) of drivers and barriers
explains the issues identified in Libya. However, a question to be asked is how can a
country such as Libya adopt e-commerce? To answer this question, the researcher will need
to develop a strategy for e-commerce adoption in Libya. For example, the research findings
confirm that there is a lack of infrastructure in Libya. This infrastructure issue is a necessity
require a large amount of investment and is likely to require the government to decide
either to develop the infrastructure of e-commerce or develop other aspect of the economy.
Therefore, a strategy of adoption and a plan of action is needed. Therefore, the following
section will introduce a plan for e-commerce adoption and list what the country will have to
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From this examination of the drivers and barriers for e-commerce, it appears that the main
companies and e-commerce users. Government helps to build the right foundation and
important role whatever economic approach the country adopts (Todaro, 1999; Well, 2005).
country such as Libya, there will be more government involvement than in capitalist
However, in order to establish an e-commerce environment in Libya, the need to install and
maintain advanced technology will be a challenge. These new technologies will have to be
provided by more advanced countries. Once the two parties (Government and
then the two parties can work closely together to provide the technology and train
government employees to use and maintain the adopted technology. However, the
government needs to bear in mind that technology is developing rapidly, therefore research
and development and educational programmes are required in order to keep up to date.
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The third main actor in e-commerce development consists of companies (private or public)
operating in Libya. These companies clearly play an important role in increasing the
number of e-commerce users by providing online services and lower prices. They also can
provide services such as recruitment and leisure activities. Government and companies
A fourth main actor is the e-commerce user, without whom government and companies
would gain no benefit from their investment in technology. E-commerce users are the
fourth quarter of the moon and the involvement of these users is very much dependent on
the actions of the other three actors. For example, attracting users to a company’s website
to buy products or use the company’s services by offering better prices or giving awards via
the website. Another example is e-government services: citizens should experience the ease
of use and the saving of time and money by using government services via the government
websites.
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Companies in a
particular developing
country
E-Commerce users
in developing
countries
A government for a
particular developing
country
Technological
advanced
countries
These four actors have different roles to play to complete the adoption of e-commerce in
Libya. Even though the e-commerce users are the result of other actors’ actions, they still
have roles to play in e-commerce adoption such as culture and religion. If an e-commerce
service in Libya conflicts with the culture or religion then e-commerce adoption may be
prejudiced and a bad image of the technology created which will be difficult to overcome.
Therefore all four actors have roles to play in the adoption of e-commerce. This theory
suggests that in order for e-commerce to work smoothly within Libya’s economy, three
adoption processes have to be undertaken: before, during and after. The three adoption
processes are the action plan and they are discussed below.
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The plan of action attempts to plan the adoption of e-commerce in Libya. For successful
adoption, the adopters should go through three stages or ‘an adoption life cycle’. The three
stages should involve all four actors. Prioritizing action of plans varies from one country to
another depends upon different issues and abilities. For Libya, a rich oil-producing country,
priority in relation to financial constraints is not an issue specially that (as explained in the
research findings) the country is willing to develop and support the adoption of e-
commerce and ICT technology. However, in this research, issues were prioritized according
the interviewees’ opinions of the relative importance of each of the issues. For example,
interviewees stated that having legislation and regulation were the most important issues to
be dealt with for successful e-commerce adoption. Other countries would have to re-
prioritize the plan of actions according to their ability to deliver and implement similar
actions as determined by financial and other constraints. For actions, such as infrastructure
and payment system, these other countries may seek FDI to speed the adoption process.
Legislation and Regulation: regulation should control and manage the way that
electronic transactions and activities are carried out in the country. E-commerce
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well as all economic activities in the country. Removal of import and export barriers
is vital to the success of e-commerce. For example the Libyan government restricts
the purchase of products from Israel and even from companies having business
expand.
providing citizens with telephone lines and Internet connection. Digital technology
could be used to provide landlines and/or wireless technology especially for rural
areas.
consumers who may have bought them from the Internet, a postal and transportation
think carefully about the way to develop postal services especially for countries
that would include many of the above mentioned factors, in order to enable buyers
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department which will work closely with all ministries. It has been argued in Libya
government department.
activities and e-commerce. The payment system must be established and put in
place before e-commerce adoption to enable users to transfer, receive and pay
money without the need to visit a bank. Other related payment system issues such as
after-sales support for their customers. These international companies will help to
develop the Libyan economy. In order for these investors to enter Libya, they will
have to make sure that there are no barriers to export or import, as well as other
will be one of the main drivers of e-commerce and will encourage users and others
to participate.
Low Cost Hardware and Software: this needs to be provided to users before the
adoption in order for people to get used to using computers and understand the
nature of computer software. Even though hardware and software costs have fallen
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dramatically over the years, the prices are still out of the reach of many people in
countries have to find ways of providing hardware and software. An example of this
is the OLPC supported by the United Nations to provide cheap laptops to children
in developing countries.
to these technologically advanced countries. This will enable the country to keep up
to date with technologies and the best ways of using that technology. Additionally,
research and development on e-commerce and related subjects should take place
before, while and after the adoption, which will help the country to find the best
possible way of adopting new technology and keep the development of the economy
sustainable.
services would solve the problem of double-charge taxation between countries and
encourage e-commerce users and others, which will benefit the government by
encourage many investors to trade with Libya, which will help in reducing
Culture, Religion and Values: these have to be thought through carefully before
adopting e-commerce. Libya has to make sure that e-commerce will not conflict
with its culture and values. E-commerce actors (government and companies) have to
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be very careful not to challenge the religion or the culture of Libya. As an example,
selling pornography magazines or alcohol will drive many shoppers away from that
particular business. Even more, a picture of that particular business could be applied
to e-commerce as whole which will affect users’ incentive to use the Internet for
Technological
E-commerce
Government
Companies
advanced
countries
Before-adoption
users
Legislation and regulations Y Y Y
Telecommunication infrastructure Y Y
Postal infrastructure Y
International trade Y Y
Establish an e-commerce department Y
Payment system Y Y
Removing barriers for foreign investments Y
E-government strategy Y Y
Low cost hardware and software Y Y Y
Education and labour training Y Y Y
Lowering taxations Y
Culture, religion and values Y Y Y
7.4.2 During-adoption
Once the ‘before-adoption’ issues are completed and dealt with, one could argue that the
Libya does not have to wait for full completion of all infrastructure projects. Once a
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payment system, legislation and regulation are established, and access to the Internet is
provided to citizens, government should start the second stage of the adoption process and
should think carefully about the following issues that will develop through the adoption of
New strategies: e-commerce is a new way of doing business; it is not just having a
website for business. New strategies have to be developed and put in place at all
preparing new strategies; therefore the Libyan government and other businesses
traditional businesses, should ensure that e-commerce works smoothly with their
traditional activities.
business culture; e-commerce has its own organisational culture, a culture that
deals with the skills of computers and quick response to emails and customers’
Need to use local language on websites: many users and potential users in Libya
do not speak English. If a website is in English then that would limit the
involvement of users which will result in poor adoption. Local languages would
encourage people to use the Internet and create self-confidence. People are likely to
feel that their language, culture and traditions remain safe and are not adversely
influenced.
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commerce would need more than establishing infrastructure and putting security
systems and a payment system in place. It needs new skilled employees and
expertise to help design and manage strategies for e-activities. Training and
education of employees overseas or in-house would help but not fulfil the needs of
experience. Therefore attracting expatriates to return from overseas and work in the
country would result in improving the services. If Libya fails to attract back their
expatriate workers, they could fill this gap by employing experienced and skilled
workers from other countries who are cheaper and have similar culture, traditions
and values.
consumers would need to be able to pay for international services and products
many users do not feel confident that their information would remain safe over the
would need to work hard to secure transaction between buyers and by providing
Culture, religion and value: culture will be affected over the years from the
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change. The government e-commerce department will have to monitor closely the
changing culture and address the changes needed in management and strategies to
Technological
E-commerce
government
Companies
advanced
countries
During-adoption
users
New strategies for government and businesses Y Y
Change business culture Y Y
The use of local languages in website Y Y
Encouraging expatriate workers to return from overseas Y Y
Accept credit card and international payments Y Y
Transaction security Y Y Y
Security Y Y Y
Culture, religion and value Y Y Y
Training and education Y Y Y
commerce activities. The four e-commerce adoption actors will now have to pay
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attention to other factors that will arise after the adoption of e-commerce. These factors
must work closely to overcome the threats to security that are created from the
use of e-commerce.
Monitoring and updating: monitoring and updating is different from one actor
to another. For example, government has to monitor the use of the Internet,
generate statistics for the use of e-commerce and activities, and provide these
activities, website visitors and their interest and new technology and develop an
advanced countries could help Libya to monitor the use of the bought or
licensed technology and advise on ways to maximise the use of that technology
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should satisfy their customers with the services provided. This may generate
more use of the service and help in promoting e-commerce services to other
which will create a special relationship between the provider and the consumer.
Technological
Governments
E-commerce
Companies
advanced
countries
After-adoption
user
Security Y Y Y
Monitoring and updating Y Y Y
Online promotions Y
Customer satisfaction and customer trust Y Y
Culture, tradition and value Y Y Y Y
Training and education Y Y Y Y
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The three stages of adoption are illustrated in the Figure 8.2 below. The adoption will
depend on the amount Libya is willing to invest in the technology as well as the stage of
development for infrastructure. The quicker Libya acts to deal with the adoption stages, the
faster the adoption of e-commerce should be and the faster the economy should develop.
The three stages of adoption (before, during and after) are driven by the four e-commerce
commerce users). The adoption actors and stages together complete the digital economic
activities in Libya and create the complete moon. Each of the four actors has a different
role to play. However, the importance of each actor is different from one country to
another. The government in Libya plays an important role as it controls most of the
and companies) affects the involvement of e-commerce users and completes the moon
services by providing most services online or reducing the cost of service charges online
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rather than the traditional way, then one could argue that users could be positively
influenced to engage in e-commerce activities. The three-quarter moon model describes the
illustrate the way that the three main actors (Government, technologically-advanced
countries and companies) encourage the fourth player (e-commerce users) to get involved
The three players should pay attention to culture, religion and value, and training and
education over all the adoption stages. The conflict of e-commerce with Libya’s culture or
religion may drive users away of using the technology. Therefore companies and
government should monitor culture and values over all adoption stages. Further, culture
closely to monitor the change in the country’s culture and meet the new needs or help
restoring some of the culture aspects that may have been affected by e-commerce.
educated and to carry out research and development to meet the rapid development in the
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Companies
E-Commerce Adoption
Government of a country
E-commerce user
Import technology
EC department Monitoring and updates
Change organisation
Infrastructure Online promotion
Culture
Payment system Security
Training and education
New strategies Customer satisfaction
International payment
Remove restriction Fit with culture change
Security
Technologically
advanced countries
The three quarter moon model was designed specially for Libya, however, the model can be
more generalised to be used by other countries. For countries that have adopted a capitalist
approach for their economy, the effect of government will be much less than countries that
have adopted a socialist approach. The argument here is, whatever the type of approach the
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country is using, the same issues of e-commerce drivers and barriers have to be dealt with
in order for the adoption to be successful. Of course, the method of adoption and role of
This section introduces the use of the three-quarter moon model in these different countries,
and describes the deployment formula which can be used to indicate the level of
companies in the local market will have more power in that country’s economy and will be
the organisations responsible for the development. Even so, the government will still have a
major role to play. For countries that are technologically strong, the effect of international
companies will be limited. These countries will have their own technologically advanced
companies who will be able to help in implementing the technology. In the plan of actions
the roles of actors (government, international companies, local companies and Internet
users) will change. The change of the plan of action is discussed as follow:
7.5.1.1 Before-adoption
In the before-adoption stage, most of the issues will remain the same. However, a change in
the role of the actors may be required. The level of change will depend on the level of the
country’s development and the effect of the capitalist approach in that particular country.
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private companies (national or international). Private companies can help the development
and increase the competition in the market which may result in reduction of costs and being
up-to-date with technology. However, private companies will very much consider the
economic benefit and profit more than other infrastructural and social benefits of that
country, therefore a government has to consider such involvement and encourage the
private companies to invest in the market. The same situation will apply to the postal
infrastructure, payment system and other issues. For example, postal investor companies
may not wish to consider distribution to small villages in the middle of the dessert of Chad
to serve a small group of people. Additionally, the barriers of setting the legislation and
which may result in shifting the activities and considering the benefit of the companies in
the market without paying attention to the citizens of that country. Other issues such as low
cost of equipment and removing barriers for foreign investments would have been dealt
with once the country has a capitalist approach. Table 8.4 below lists the issues and shows
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Technological
Governments
E-commerce
Companies
advanced
countries
Before-adoption
users
Telecommunication infrastructure Y Y
Postal infrastructure Y Y
Payment system Y Y
Legislation and regulations Y Y Y
Education and labour training Y Y
E-government strategy Y Y Y
Low cost hardware and software Y Y
International trade Y Y Y
Removing barriers for foreign investments Y Y
Establish an e-commerce department Y Y Y
Lowering taxations
Culture, religion and values Y Y Y Y
7.5.1.2 During-adoption
Once the before-adoption issues are dealt with, and a country is in the during-adoption
stage, a country’s actors would have to deal with other issues such as local languages,
credit cards, international payments and changes in the business culture. The government of
a country will have a very limited involvement in such issues. Companies in the market
will be involved in the during-adoption stages and will design the new changes in the
country to their organisation’s benefit. For example, companies who are based in a country
using an international and a local language (such as South Africa where English and other
local languages are used) would not bother to develop the system to retain the use of the
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local language, whereas a governments of other countries may well considered such
change. Table 8.5 below shows the change in actors’ roles during the adoption stages.
Technological
Governments
E-commerce
Companies
advanced
countries
During-adoption
users
The use of local languages in website Y Y Y
Accept credit card and international payments Y Y
Transaction security Y Y
Encouraging expatriate workers to return from overseas Y Y
New strategies for government and businesses Y Y Y
Change business culture Y Y
Security Y Y
Culture, religion and value Y Y Y
Training and education Y Y
7.5.1.3 After-adoption
commerce and increase the number of users and value of sales. The after-adoption issues
commerce. Government will have to keep a close eye on the development and guarantee
the positive effect on that country’s economy. Table 8.6 lists the change of the actors’ role
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Chapter seven: The three-quarter moon model
Technological
Governments
E-commerce
Companies
advanced
countries
After-adoption
users
Security Y Y
Monitoring and updating Y Y Y
Online promotions Y
Customer satisfactions and customer trust Y
Culture, tradition and value Y Y Y Y
Training and education Y Y Y
For developing countries similar to Libya, the Three-Quarter Moon Model may be
successful for e-commerce adoption. The reason is that such countries may share most of
the economic tools and activities with Libya. However, a country needs to be careful
because what will work for one country may not work perfectly for others. Therefore, the
government of a country has to examine all adoption proposed issues and test them in their
economy before-adoption.
For technologically advanced countries such as India, the use of international technological
companies would be limited. Such companies exist in the market and can provide services
at competitive prices, therefore the effect of the international advanced companies in that
country will be limited. However, there will always be a need for sharing and transforming
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experience and knowledge. Therefore, the generic Three-Quarter Moon Model can be as in
Figure 7.4
Companies
E-commerce Adoption
Government of a country
E-Commerce user
Import technology
EC department Monitoring and updates
Change organisation
Infrastructure Online promotion
Culture
Payment system Security
Training and education
New strategies Customer satisfaction
International payment
Remove restriction Fit with culture change
Security
Technologically
advanced countries
The arrow in the three quarter moon model can be moved according to the involvement of
each actor in a country’s economy. The question to be raised here is “how can a country
know which stage of the adoption they have reached?” Therefore deploying the Three
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The level of Internet involvement in a country’s economy can be a measure of the level of
formula is that all e-commerce activities have to be carried out over the Internet regardless
to the type of service. This involvement can be calculated by dividing the number of
Internet users in the country by the over-six population of the country (assuming that
children under six years of age will not be using e-commerce). Further, the OLPC project to
provide children in developing countries with laptops will result in more involvement from
the younger generation who enter school at the age of six. Hamed (2008) explained that the
reason for using the number of Internet users in a country is that the number of Internet
users is a result of all government and company economic and infrastructure activities. This
Internet involvement metric could be used to indicate the digital development of a country
This metric can now be used in a classification model that attempts to indicate where a
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Chapter seven: The three-quarter moon model
The classification model examines the e-commerce drivers and barriers of a country which
will depend upon the level of technological involvement with e-commerce and its effect on
a particular economy. This classification could be, based on three basic milestones: non-
countries.
Hamed (2008) argued that there are many issues that could count as drivers or barriers to e-
commerce. Once these issues play a greater driver role than barrier role, then one could
reason for the classification is that if a country is managing to adopt e-commerce such that
it is affecting economic activities, the government will have dealt with all infrastructure
issues, payments system issues, regulation etc. e.g. if a country has adopted e-commerce
and managed to reduce costs by more than the cost of establishing e-commerce then the
economy would be more developed than previously (Rostow, 1984). The non-
technologically advanced countries are those countries in which the infrastructure issues,
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Chapter seven: The three-quarter moon model
Barriers Drivers
0 25 50 75 100
If the result places a country in the non-technologically advanced category, then the country
will have to start at the before-adoption stage. This means that a country has no
infrastructures to work together and with other issues such as regulation, payment, etc.
Therefore these countries have to re-examine all before-adoption aspects and adopt the new
If the result of the Internet involvement formula places a country in the less-technologically
advanced category, then the country could start the adoption from during-adoption stage.
This means that a government has managed to establish the basic infrastructure for e-
government should pay attention to international payment and other aspects mentioned in
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Chapter seven: The three-quarter moon model
the during-adoption stage to keep user-involvement and attract new users to electronic
activities.
then the country has managed to establish all the necessary aspects for e-commerce use,
and therefore the country should work carefully with the after-adoption stage, satisfying
7.5 Summary
There are many drivers and barriers to e-commerce. However, most of these issues (cost,
barriers. If a country has managed to achieve cost reduction greater than the investment
made in adopting the new technology then one could say that the cost factor is a driver
rather than a barrier. The same philosophy could work with other aspects of e-commerce
In order for a country to successfully adopt e-commerce, a government will have to think of
e-commerce issues and their effect on their economy. For a successful e-commerce
adoption, the government will have to implement the action plan. The action plan consists
Each stage has a number of issues to be dealt with. For example, a government will have to
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Failure of the adoption may be a result of a failure of one issue or a failure of a number of
issues together. Therefore the Internet involvement formula should help to indicate where
the problem lies. For example, by applying the number of internet users, population of a
country and children under 6 years of age to the formula, the result will give us an
indication of where the country lies in the diagram (figure 7.5). If a country lies in the non-
The action plan is driven by the four main actors (government, technologically advanced,
companies and e-commerce users). The involvement of the fourth actor is the result of the
other three actors’ actions on the economy. The action plan and the e-commerce adoption
The model was designed specifically for Libya. A generalisation of the model was
introduced and a table of actions for the action plan was introduced for other developing
country was introduced. The calculation attempts to specify the stage of adoption the
country is at. After applying the formula, the result will be applied to the classification
The action plan, the Three-Quarter Moon Model, the formula and classification diagram are
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Chapter eight: Conclusions
266
Chapter eight: Conclusions
Chapter eight
Conclusion
267
Chapter eight: Conclusions
268
Chapter eight: Conclusions
269
Chapter eight: Conclusions
8.1 Introduction
This chapter summarises the thesis and draws conclusions from thesis objectives, literature
review, findings and model chapters. Recommendations are made to the Libyan
government regarding e-commerce and Internet adoption. Recommendations are also made
recommendations are made for further studies to be made on the subject of e-commerce and
developing countries.
It is now widely accepted by policy makers and society that e-commerce is an economic
and social transformation method that is affecting all countries. E-commerce has created a
The more rapidly the technology is adopted and put to work in an economy, the more likely
it is that the pace of economic growth will be rapid. The successful introduction of
technology into the domestic production process in any country requires a domestic
produced technological knowledge to local conditions and recognising the potential and
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Chapter eight: Conclusions
Advances in information technology have done more than almost anything else to drive the
last decade’s economic boom and the integration of markets around the planet. The
investment in the digital infrastructure that supports these burgeoning new services from
the Internet servers to fibre-optic networks has itself become a major engine of economic
major driver of the new economy. However, ICT offers great benefits when ICT investment
is combined with other organisational assets, such as new strategies, new business
processes, new organisational structures and better educated and trained workers.
Even so, the majority of developing countries face limitations on the development of their
economy stemming largely from low income levels, low literacy rates, lack of payment
systems that can support online transactions, and cultural resistance to online trade.
Electronic commerce is the practice of conducting trade and retail business online through
the use of secure websites. With the latest computerization and Internet technology, the
The Third World has huge and well-recognised e-commerce and marketing potential. The
barriers to market entry is a theme which is heavily emphasised in the burgeoning literature
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Chapter eight: Conclusions
E-commerce is expanding rapidly and has facilitated changes by significantly reducing the
costs of outsourcing and co-operation with external entities. E-commerce has helped to
commerce is a key technology for speeding up the innovation process, reducing time scales,
fostering greater networking in the economy and making faster diffusion of knowledge and
ideas possible.
E-commerce drivers vary from one country to another. Some drivers that are seen in some
developed countries are not yet evident in many developing countries and in some cases
those drivers in a developed country could be barriers in other countries. There are a
number of barriers to the adoption e-commerce (see Section 4.3) such as security, taxation
or even in some circumstances, too much business for a company to cope with. Users in
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Chapter eight: Conclusions
drivers and barriers. This framework consists of number of issues that can be drivers and
barriers for e-commerce adoption. These issues are cost, payment systems, legislation and
traditional business and economic activities. Each of these issues can have its effect on the
country’s economy. For the country to guarantee a success of e-commerce adoption, the
government has to make sure that they have dealt with barriers and sustain the drivers of
each issue.
E-commerce should increase the efficiency of Libya’s economy by making products higher
quality and customer service more efficient. The Libyan economy will gain many
advantages from e-commerce that will totally change the way that businesses operate. E-
commerce is rapidly changing the foundation of Libyan government policies and improving
There are many drivers and barriers to e-commerce. Most issues (cost, infrastructure, time,
information, legislation and regulation, etc) could be drivers or barriers. If a country has
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Chapter eight: Conclusions
managed to achieve a cost reduction greater than the investment made in adopting the new
technology then one could say that the cost factor is a driver rather than a barrier. The same
philosophy could work with other aspects of e-commerce drivers and barriers. The
government has to bear in mind the effect of issues on social, political and other aspects in
the country.
Cost is an important factor for the world’s e-commerce in general and for Libya in
particular. Reduction of costs using Internet technology is one of the main drivers for e-
commerce in Libya. The results of this research show that e-commerce reduces the cost of
developed countries.
significant factor for e-commerce as it delivers services to businesses and the public. Even
though e-government services are still at a very basic level, the Libyan government has
development.
Libya has no electronic payment system in place as yet. Most international payment
transactions are carried out by a third bank located outside the country. The lack of an
electronic payment system has delayed the adoption of e-commerce as well as encouraging
274
Chapter eight: Conclusions
Internet users to adopt hacking approaches in order to use some Internet services. However,
payment system. Moreover, the pressure of private sector companies has encouraged the
Central Bank of Libya to adopt an electronic payment system which will link banks in
The Libyan infrastructure for the Internet and e-commerce needs to be developed for the
technology in rural areas and desert locations will help people to engage with e-commerce.
One of the most controversial aspects of e-commerce in countries like Libya is the
availability of pornography, pirated products, and other illegal activities. These create
security and legal issues that may never have total solutions. Security can affect
Traditional businesses and user behaviour needs to be developed to cope with the new
technology. One could argue that e-commerce may not pose a threat to traditional business
as a result of the low involvement of the older generation in e-commerce and the low
custom charges on the imported products. However, traditional businesses may face sharp
275
Chapter eight: Conclusions
The research also indicated that a society’s culture, traditions and values may be barriers to
e-commerce in terms of intervention to ban the sale of certain items that violate such
the fact that most Internet content is English, which limits the involvement of non-English
speakers. However, the OLPC project is considered as a potential driver for e-commerce in
Libya. The OLPC project will encourage the younger generation and their families to be
Firms need to carefully consider and create a business model that will be applicable to the
Internet and will need to ensure that the Internet matches their organisation’s business
objectives. Governments must bring down the different barriers that impose constraints on
e-commerce, such as taxation, extensive regulation and censorship, and let e-commerce
creation of a legal framework for doing business on the Internet. Additionally the cost of
connection is a challenge. Add to this the human capital cost of installing, operating,
maintaining, training and supporting that is beyond the means of many enterprises in
developing countries.
276
Chapter eight: Conclusions
economy
The two main driving forces behind the new economy are the Internet and e-commerce. E-
commerce has had a significant effect on economic development. This research shows that
imported products; therefore consumers would save money by paying less for goods and
services. This money could be reinvested and contribute positively to the economy of the
country. E-commerce may result in job cuts. However, adopting e-commerce technology
will not reduce employment in Libya. Rather, it could result in creating new job
The importance of Libya’s location and its tourism potential will create new economic
activities in the country. E-commerce would certainly help to develop the tourism industry
in Libya as tourists and tour organisers were among the first to use the Internet and this has
now become standard practice. Libya has many potentially attractive historical sites that
Agriculture could also benefit from e-commerce. Libyan agriculture is well established and
known for its low prices and fine quality. E-commerce will enable farmers in Libya to
export their products and increase their production which will lead to significant economic
activity in the country. The increase in production will result in greater savings and
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Chapter eight: Conclusions
E-commerce in Libya should not pose any threat to traditional businesses (off-line and
productive markets. Most of products in Libya are imported from overseas and sold at good
prices to end consumers. Therefore e-commerce could not compete with traditional
that adoption of e-commerce has been successful in improving their services. The
particularly that of order fulfilment, hardly exists. However, with the increase of e-
commerce popularity and infrastructure improvement, one could argue that E-commerce
may pose some threat in the future as new, advanced technology equipped companies are
Although e-commerce may disrupt a country’s economy at first, the country should adopt
the technology in order not to be left behind. The longer the delay to e-commerce adoption,
the bigger the gap may be between that country’s economy and the economy of advanced
nations. As a result of the research findings, it was clear that a strategy is needed in order
278
Chapter eight: Conclusions
Libya
complication of e-commerce issues and the links between each and every one of the issues,
there is a need to put a plan of action in place that the government will have to undertake to
guarantee the adoption. The plan of action consists of three stages consisting of issues that
must be dealt with before, while and after-adoption. The failure of adoption may be a result
of a failure of one issue or a failure of a number of issues together. The plan of action will
be delivered by a number of e-commerce actors. Actors are different from one country to
another. For example, in Libya most of the issues are the Libyan government’s
responsibility whereas in other countries the same issues may be the responsibility of the
national or international companies in the market. The plan of action and the e-commerce
developing countries
The Three-Quarter Moon Model proposes a solution for e-commerce adoption in Libya.
The Three-Quarter Moon Model consists of the plan of action and e-commerce actors. All
action plan issues are driven by four main actors (government, technologically advanced
countries, companies and e-commerce users). The involvement of the fourth actor (e-
279
Chapter eight: Conclusions
commerce users) is the result of the other three actors’ actions on the economy. These three
actors comprise the Three-Quarter Moon that encourages the fourth actor to complete the
circle of adoption. The Three-Quarter Moon Model was designed specifically for Libya. A
generalisation for the model was suggested for other developing countries.
The Three-Quarter Moon Model can be generalised to work with other developing
countries. The generalisation proposes a solution for countries according to their economic
approaches (capitalist or socialist). The generalised model consists of the same issues and
plan of action as Libya with a change in the role of e-commerce actors. In capitalist
countries, most of roles will be played by the national and international companies rather
than the government. However, the government still has important roles to play.
Additionally, it introduces a new classification model in order for countries to examine the
level of adoption they have already achieved. The new classification uses drivers and
introduced a formula for Internet involvement. Applying the formula to a specific country
results in a measure of Internet involvement in that country, which can then be applied to
280
Chapter eight: Conclusions
The research described in this thesis has led to the following achievements and novel
this has led to a contribution to e-commerce theory by establishing the drivers and barriers
to e-commerce adoption in Libya. Additionally, a new model for e-commerce adoption the
‘Three-Quarter Moon’ was developed to help countries like Libya to adopt e-commerce,
avoiding adverse effects on the economy and following prescribed stages to complete the
adoption.
development
E-commerce drivers and barriers issues were established from reviewing the literature of e-
commerce and economic development and then examined in a Libyan context. As a result
of the examination, most of the issues were confirmed, some were not, some new sub-
For the competition issue, all the issues identified in the literature were examined and
confirmed by the interviewee’s comments. However, the research adds to this literature:
- the lack of e-commerce infrastructure in Libya was the result of the delays of e-
281
Chapter eight: Conclusions
- the lack of competition in the market is because of the low level of involvement of
the older generation who prefer using traditional business methods for their
activities.
For the cost issue, some problems identified in the literature were not evident in Libya due
to the early stages of adoption in Libya. For example implementation and maintenance
costs were identified in the literature and therefore expected (especially for the private
organisations) but was not encountered. The research also indicated that e-commerce in
For the culture issue, the research findings confirmed the effect of culture on the adoption
of e-commerce. However, the research findings also indicated that e-commerce may help to
maintain Arab culture by providing opportunities for Arab women to work and shop from
home. It also suggested that training and education may help to change the cultural
prejudices against e-commerce and that pressure from government on citizens to use e-
The economic development literature indicated that the cost of adopting e-commerce
technology was expected to be a barrier as it may affect other development in the country.
This research indicated that e-commerce adoption should work as a driver for Libya. E-
commerce adoption should also encourage the opening of the markets and the involvement
282
Chapter eight: Conclusions
commerce adoption is expected to work positively with the market. The research findings
stated that training and education is an important issue for economic development.
Unemployment in Libya is a result of economic activities and not e-commerce alone. It was
argued that the employment rate did not change much over the last decade in other
countries from before the introduction of e-commerce. Additionally, training and education
for employment is essential to be able to find new jobs and gain new knowledge.
However, people will not wait for the government to formulate legislation; they will start to
use e-commerce once it is ready in the market. Therefore countries have to work towards
education for government staff and people are needed to understand safe methods of using
The lack of infrastructure drives organisations and businesses to break the law to use e-
commerce. For example, companies using satellite technology to connect to the Internet.
The need for new strategies and management for the infrastructure was not considered
important by the government which may result in serious delays in the adoption of e-
commerce.
The difficulty of establishing legislation by one government alone and the conflict with
other regulations in the country was identified. As the legislation development has yet to be
283
Chapter eight: Conclusions
completed, the issues will remain unconfirmed. The new regulations are a result of e-
commerce users in the country which gives the government no option but to begin e-
commerce regulation. Additionally, the absence of regulation drives businesses away from
the market to somewhere else where business can operate. Also, there is a need for training
and education of users as regards e-commerce regulation: their rights and how they can
Because of the absence of an electronic payment system in the country, many organisations
(public and private) started planning to introduce alternative payment methods for e-
commerce use in the country. For example, the top-up cards for shopping by LIB.
Traditional businesses in Libya will not be affected seriously by e-commerce because the
the majority of users in Libya are teenagers. Additionally, the reduction in customs and
Examining e-commerce driver and barrier issues in Libya resulted in the identification of
new issues. It was advocated that the need of education and training is necessary for each
and every issue of e-commerce drivers and barrier. This research has introduced knowledge
of e-commerce as a separate issue. Knowledge can be a driver for developing the economy,
training employees and creating new jobs. However, it also can be a barrier for poorer
284
Chapter eight: Conclusions
Another issue identified as a result of this research is security. Security is an issue related to
lack of regulation and legislation. However, the researcher identified security as an issue on
its own. Security has relationships with each and every issue of e-commerce drivers and
barriers. Adopting security in the market will be a driver for e-commerce adoption and will
encourage people to start using the e-commerce. Thus a security market will create
opportunities for employment in the market. However, security can be a barrier for e-
government activities and information. Also, systems security may be to complicated to use
The research findings and discussion has resulted in introducing the Three-Quarter Moon
Model. The Three-Quarter Moon model is designed specifically to assist Libya’s adoption
of e-commerce. The model consists of a plan of action (a to-do list of issues) and the e-
users). The plan of action divides the adoption into three stages: before-adoption of e-
commerce, during-adoption and after-adoption. In each stage there are issues to be dealt
with. A failure of e-commerce adoption according to the Three-Quarter Moon Model may
285
Chapter eight: Conclusions
developing countries
The Three-Quarter Moon Model was designed for Libya; however, a generalisation of the
model was introduced to be used for other developing countries. The generalisation of the
model suggests a possible change of roles for the e-commerce actors and introduces a
modified plan of action for other developing countries according to their economic
developed countries. Countries will be different in their level of e-commerce adoption and
The classification model was introduced to calculate the level of e-commerce adoption.
Countries will work differently with e-commerce, therefore, the classification model has
divided countries according to their level of technological involvement into three categories
infrastructure and other issues in the before-adoption plan of action have to be addressed. If
adoption of e-commerce was successful but now the country should pay attention to other
286
Chapter eight: Conclusions
The Internet involvement formula helps to classify countries in the model. The formula
measures Internet involvement in a country. It divides the number of Internet users in the
particular country by the population excluding those under six years. The result of the
The plan of action is a set of actions a country has to take in order to guarantee the
successful adoption of e-commerce. The plan of action consists of three stages: before-,
while- and after-adoption. In the before-adoption stage, the country has to pay attention to a
number of issues such as the infrastructure of the country, implementing a payment system
and finding a government department to be responsible for e-commerce adoption. Once the
before-adoption issues are dealt with and e-commerce is beginning to be used, the
number of actions that e-commerce actors have to deal with while in the process of
international transactions between a country’s users and other businesses. The third level is
after-adoption issues. When a country comes to after-adoption issues, one could argue the
commerce actors have to pay attention to other ongoing issues such as training, monitoring,
287
Chapter eight: Conclusions
auditing, etc. The plan of action can be modified to work with any country. The issue
remains the actors of e-commerce adoption changing according the type of economic
approach adopted in the country. For example, in capitalist countries, private companies
will have more involvement in the development and implementation than the government.
The study was conducted in Libya. The rationale for choosing Libya was because Libya
was one of the developing countries that has attempted but failed to adopt e-commerce.
However, there are certain factors that researchers should take into consideration when
methods and techniques appropriate for study are being selected. For example,
undertaken for a period of four years, this period was insufficient to indicate the
organisations. This issue drove the researcher to use some personal connections in
The study aims to propose a model for developing countries, but because of the
research timescale only one country (Libya) was investigated. The model and plan
of action were not implemented and therefore have not been validated.
288
Chapter eight: Conclusions
The generalisation of the Three-Quarter Moon Model was introduced but not
8.5 Recommendations
The following recommendations are made to the Libyan government in particular and the
governments of other developing countries who are seeking the e-commerce adoption.
investigated to ensure that the adoption of e-commerce does not conflict with the
5. A country should encourage expatriate workers to return from overseas. The return
of these workers would result in reducing the cost of employment and attracting
development.
289
Chapter eight: Conclusions
E-commerce in Libya still in its infancy, therefore a further study of the same
subject may result in different drivers and barriers of e-commerce resulting from
the rapid change in technology and other issues that may not have been observed in
this study
The Three-Quarter Moon Model has been proposed to help developing countries to
adopt e-commerce. However, the model has not been validated. Therefore a study
The Three-Quarter Moon Model has many factors and issues (e.g. cost, culture,
training, etc.) that the researcher could not investigate in detail through time
limitations. Therefore, future studies could examine these factors and issues and
290
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315
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Appendices
316
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Appendices
317
Appendices
(1) (see section 4.3) were examined across interviews. The original information was
gathered and listed. Each issue has its own table in the appendixes of this thesis. Each table
includes the interviewee’s organisation name, the interviewee position and his comments
related to a particular issue. Additionally, all original data were summarised and fit into
tables which present the research finding in this chapter. Each issue of the E-Commerce
drivers and barriers has its own section and its data presented in a separate table.
Each table consists of 6 columns stating the position of the interviewee, his organisations,
and his comments. Each of the comments has been directly related to the literature review
and the findings presented in each issue section. Below is a detailed explanation of these six
columns:
2. The second column contains the organisation’s name. the abbreviations used are
follows:
318
Appendices
3. The third column is for the interviewee statements. Their original statement (as in
the CD) were summarised to focus the interviewee point of view to the reader and
to enable researcher to link the statement to the literature review tables of each
section
4. The fourth column indicates whether the issue discussed is a driver (D) or a barrier
(B). The (F) indicates that the driver or barrier has been mentioned in this Finding
chapter
5. The fifth column indicates whether the issue discussed is a driver (D) or a barrier
(B). The (L) indicates that the driver or barrier has been mentioned in the Literature
review chapter
6. The sixth column. At the end of each issue section in the literature review, there is
a table summarising the arguments relevant to that issue, each argument being
cases the comments can not be cross-referenced, in which case (-) is entered.
319
Appendices
In order for the reader to be able to use the table below, an example is demonstrated here.
For understanding the first statement mentioned in the competition table (table 12.2), the
comment sate “International companies know about E-Commerce but Libyan companies do
not”. This statement in the table stated by the undersecretary of the Libyan government
ministry of economy (MOE), the statement above resulted in this research finding as a
barrier in that the lack of Libyan company’s knowledge about electronic commerce can be
a barrier for Libyan company to compete against the International companies who have the
experience and knowledge of using E-Commerce and its activities. The same view is
confirmed in the literature, By reviewing table 4.8 in section 4.2.8 Which related to the
competition, statement number 4 states that competition could destroy small businesses.
These businesses could go elsewhere or cease to exist which will affect the economy badly.
The original statement can be seen in the competition appendices in the CD in the
competition table.
Another example could be giving is the second statement of the same table (table 12.2).
The comment in the table state “The competition in the commercial market is already
exists”. This statement confirm that the competition in the Libyan market was not because
of E-Commerce, it may even be that E-Commerce can be a solution for those traditional
businesses who do not have the time or the ability to travel somewhere to compete with the
importation. Such statement was not mentioned in the literature review, therefore (-) was
used to confirm that can be a contribution to the E-Commerce literature for Libya. The
320
Appendices
original statement can be seen in the competition appendices, in the CD, in the competition
table. The same example can apply to the other drivers and barriers issues in this section
321
Appendices
10.1.3 Competition:
322
Appendices
323
Appendices
324
Appendices
325
Appendices
10.1.4 Cost:
D/B D/B
Job title Org comments No.
F L
326
Appendices
327
Appendices
328
Appendices
OC No comments
D/B D/B
Job Title Org comments No.
F L
329
Appendices
330
Appendices
331
Appendices
332
Appendices
333
Appendices
334
Appendices
D/B D/B
Job Title Org comments No.
F L
335
Appendices
336
Appendices
337
Appendices
338
Appendices
339
Appendices
340
Appendices
341
Appendices
10.1.7 Employment:
342
Appendices
343
Appendices
Engineering OC No comments
manager
344
Appendices
10.1.8 Government :
345
Appendices
346
Appendices
347
Appendices
348
Appendices
349
Appendices
350
Appendices
10.1.9 Infrastructure:
351
Appendices
352
Appendices
353
Appendices
354
Appendices
355
Appendices
356
Appendices
357
Appendices
10.1.10 Knowledge:
358
Appendices
359
Appendices
360
Appendices
361
Appendices
10.1.11 Legislation:
362
Appendices
363
Appendices
364
Appendices
10.1.12 Payment:
365
Appendices
366
Appendices
367
Appendices
368
Appendices
369
Appendices
370
Appendices
371
Appendices
372
Appendices
10.1.13 Security
D/B D/B
Job title Org comments No.
F L
373
Appendices
374
Appendices
375
Appendices
376
Appendices
377
Appendices
378
Appendices
379
Appendices
380
Appendices
INTERVIEW
1. Personal Information
Full name:
Position:
Sex:
Telephone No:
Fax Number:
E-mail:
Web site:
381
Appendices
2. Company Details
Company Name
Industry
Operational location
Annual Turnover
Number of employees
Suppliers:
Network
Hardware
Applications
Contact point
Address
Phone no
Fax
Website
382
Appendices
3. Interview Questions
1
Do you know the term e-commerce?
2
Does your company have a strategy for electronic commerce?
3
Which communication do you use?
4
Does your business engaged in electronic commerce ?
9
How do you deliver your products and services to consumer/client
10
What type of payment do you accept
11 Do you update your web if you have one, or does the third party doing for
you?
12
What is the barriers of e-commerce in Libya
13
What is the drivers of e-commerce in Libya
14
What is the threat to the traditional commerce
15
What are the pioneers to e-commerce in Libya
16
Any other comments
383
Appendices
384
Appendices
1 General information
1.1 Position
Manager 1
Decision makers 0
Students 69
Employees 48
Self employees 9
Other 23
0-20 23
21-100 27
101-200 13
201-500 11
501-1000 9
1000+ 7
Don’t know 60
2 E-commerce
Yes 54
No 42
Don't know 54
2.2 Does your company use any of the following communication technology?
385
Appendices
386
Appendices
efficient
email is useful for
communication
3 52 19 30 13 18 15
e-commerce provide efficient
5 49 13 31 13 11 28
increase real storage way
2 52 24 25 17 19 11
Lower cost
6 43 17 37 18 13 16
retained/gained customers
3 47 19 37 7 5 32
better relationship with
partners
4 42 17 35 17 19 16
less paper handling
4 45 1 43 3 7 47
better control over
information
3 53 20 47 17 7 3
reduction in admin task
3 35 25 53 13 6 15
No internet 66
387
Appendices
2.7 if you don't have an e-commerce strategy now, will you have a strategy within 2-3 years
Yes 72
No 7
don't know 71
3 The internet
LTT 36
GPTS 12
Satellite 24
Others 78
Modem 18
Lise-line 12
Broadband 0
Wireless 36
Other 24
28KB 0
56KB 11
64KB 7
128KB 7
256 5
512 6
Don’t know 42
Archie 0
Email 90
388
Appendices
FTP 18
Mailing list 30
Newsgroup 24
Remote login 12
Internet browser 42
Chat 66
www via email 30
Other 0
3.4 from the used tools which is the most frequently used
Archie 0
Email 48
FTP 6
Mailing list 0
Newsgroup 0
Remote login 0
Internet browser 24
Chat 24
www via email 0
Other 0
Yes 48
No 42
No answer 60
in-house 24
third party 0
Don’t know 24
389
Appendices
Yes 42
No 24
Don’t know 12
Firewall
Kasper
3.9 From the listed before what was the most used reason?
390
Appendices
upload files 0
Purchases 0
sell and marketing 0
to get information 30
Others 6
Security, 65
Culture, 20
speed 34
No answer 31
Infrastructure, , 41
Government involvement 32
Young people 10
misunderstanding of the real meaning 14
No answer 53
3.13 will you buy from the internet if you have a chance?
Yes 67
No 38
Don’t know 45
No Answer 0
3.14 what is the best solution for the internet to successes in Libya?
Reduce cost 29
391
Appendices
392
Appendices
393
Appendices
394
Appendices
395
Appendices
EDI to FAX
EDI to paper
Electronic Form
2.5: the statements below outline advantages and/or
Electronic Fund Transfer (EFT) reasons why organisations are implementing e-commerce
solution. Please use the following scale
Electronic Mail (E-Mail)
1= Strongly agree 2= agree
Facsimile (Fax) Neither agree
3= 4= disagree
nor disagree
Financial EDI
5= Strongly disagree
Telex
396
Appendices
1 2 3 4 5
We don’t fully understand it
We don’t know where to go to learn3.2: what connection type and speed
about it
We cannot obtain easy-to-use, off- Leased Line 14.4Kbps
the shelf type packages
We believe the supposed benefits do Modem 28.8Kbps
not outweigh the cost
Value add network 56kbps
We don’t have the time to learn
about it Virtual privet network 64Kbps
We cannot afford the high costs
Wireless connection 128Kbps
We are fearful of security,
intrusions, viruses and bugs
We do not have a sufficient mass of Broadband connection 256Kbps
trading partners who are involved
Although we would like to be, we Other: please specify Other: please specify
don’t have enough high-level
support within our organisation
There is a lack of government and
industry-led visibility
There lacks a legal infrastructure3.3;
to what tools does your company use when accessing the
support it internet?
It leads to more mundane jobs and Archie Veronica
job losses
E-mail WAIS
2.7: are there any other reasons why your organisation File Transfer (FTP) WHOIS
has/is not implementing any form of e-commence?
Gopher WWW browser
Mailing list Please state which:
397
Appendices
Newsgroups
Remote login, telnet WWW via e-mail
Purchasing
Information exchange
3.8: Does your company utilise the internet for any of the
following business activities? Please mark 1-5 where 1= very
important and 5=less important
3.13: Does your company have, or will you soon be
Collaboration & Development developing an internet strategy?
Corporate logistics
Creating a corporate presence
(WWW)
Creating a corporate presence
(ftp/gopher site) If No, is it likely to be important in the next 2-3 years?
Creating a corporate presence Please provide details
(other) please specify
398
Appendices
Design service
Training
Packaged solution
Integrated applications
Resources
Search tools
Catalogues
Information Brokerage
Directories Cardiff, UK
Servers
Libya Address Bader Al-Hasse & Co
Modems/routers
102 Al-Madina Tower
Dial-up
Ali KAlifa Al-Zaidi street
ISDN
Triploi- Libya
ATM/Frame relay
P.O.BOX: AL-BAIDA 270
Consultancy /Training
399
Appendices
400
Appendices
issues
traditional business
economic activities
infrastructure
employment
government
competition
legislations
knowledge
payment
security
culture
cost
1 General information
401
Appendices
communications
make organisation more effectint ● ● ●
email is useful for communication ● ● ●
e-commerce provide effectint ● ● ●
increase real storage way ● ● ●
Lower cost ● ● ● ●
retained/gained customers ● ● ●
better relationship with partners ● ● ●
less paper handling ● ● ●
better control over information ● ● ●
reduction in admin task ● ● ● ●
2.5 Disadvantages/ reason not adopting
We don't fully understand it ● ● ●
we don't know we to go to learn about it ● ● ●
we cannot use it ● ● ● ●
it does not reduce costs
we don't have time ● ● ●
we can not afford the cost ● ●
we are fearful of security ● ● ●
we have the willing but we don't have
support ● ●
is a lack of government and industry -led
visibility ●
There are lack of legal issues ● ● ●
it leads to more mundane jobs and job
losses
2.6 Are there any other reason?
No internet ● ●
3 The internet
3.1 Who is you internet provider
LTT ● ● ● ● ● ●
GPTS ● ● ● ● ● ●
Satellite ● ● ● ● ● ●
Others ● ● ● ● ● ●
3.2 What is the type of connection?
Modem ● ● ● ● ● ●
Lise line ● ● ● ● ● ●
Broadband ● ● ● ● ● ●
Wireless ● ● ● ● ● ●
Other ● ● ● ● ● ●
28KB ● ● ● ● ● ●
56KB ● ● ● ● ● ●
64KB ● ● ● ● ● ●
128KB ● ● ● ● ● ●
256 ● ● ● ● ● ●
512 ● ● ● ● ● ●
402
Appendices
Don’t know
3.3 What tool do you use when
accessing the internet?
Archie ● ● ● ● ● ● ●
Email ● ● ● ● ● ● ●
FTP ● ● ● ● ● ● ●
Mailing list ● ● ● ● ● ● ●
Newsgroup ● ● ● ● ● ● ●
Remote login ● ● ● ● ● ● ●
Internet browser
Chat
www via email
3.5 Do you have a web site? ● ● ● ● ● ● ● ● ● ●
3.6 If the answer yes do you update in-
house or by third party
in-house ● ● ● ● ●
third party ● ● ● ● ●
Don’t know ● ● ● ● ●
3.7 Do you have internet security such
as Firewall? ● ● ● ●
3.9please specify the reason of using
internet cafes
for self improvement ●
For internal calls ●
for External call ●
For web site visiting ●
for chatting ●
File transfer ● ● ●
trade ●
upload files ● ● ●
purchases ● ● ●
sell and marketing ● ● ●
to get information ● ●
others
3.10 What do you think the most
internet features? ●
Information and easy to contact
Cost ●
3.11 What are the internet
disadvantages
Security, ●
Culture, ●
speed ●
No answer
3.12 what are the barriers in Libya
Infrastructure, , ●
Government involvement ●
Young people
403
Appendices
404