TAF PUBLISHING

The paper aims to explore how South African retail organisations can use m-commerce to achieve their strategic objectives. Strategic objectives include increased return on capital, improved operating quality and efficiency, growing high-value customer relationships, accelerating product innovation, and creating a high-performance culture. Research questions were generated from a strategy map that identified five strategic themes, each with its own objectives. A qualitative approach to the research was taken with open-ended interview questions, and thematic analysis was used to analyse the data. The literature and the data analysis findings indicated that South African retail organisations could use m-commerce to achieve all the strategic objectives. However, the findings indicate that m-commerce, within the South African retail context, is more suited to increasing return on capital, growing high-value customer relationships, and improving operating quality and efficiency. The literature surveyed highlighted that there could be an opportunity for retail organisations within South Africa to achieve their strategic objectives by implementing effective m-commerce strategies which are aligned with the business strategy. Therefore, improving and updating their business processes and modifying.