Electronic Networks and Gaining Market Share: Opportunities and Challenges

This study provides a deep understanding of the current status of electronic networks in the Jordanian handicrafts sector from managers’ perspectives. More specifically, this study enhances utilisation of the e-environment to gain market share in local, regional, and international markets. Four cases of handicraft projects are selected to conduct face to face interviews. The results show that handicraft projects have initial attempts to use E-electronic in their activities, but these attempts are still in embryonic stages, and they do not use E-networks effectively to gain market share. However, project managers believe that there is a direct link between the use of electronic networks and increases in the business’s market share. Furthermore, it is intended that these initiatives be treated as innovative and at the end utilised to enhance the business development of similar enterprises belonging to the small and medium enterprises sector. The study recommends that such projects consider adoption of e-networks in their future plans, enhance their staff skills in terms of improving their IT and English language skills, and develop their own internet website to create new marketing channels. DOI: 10.4018/978-1-4666-1957-9.ch008