The global disruption caused by the COVID-19 pandemic was the catalyst for Johannesburg-based business owner Dr Atlanta Ramsern to embark on a rewarding doctoral journey which rewarded her with a Doctor of Business Administration (DBA) degree.
Ramsern’s thesis was titled: The Impact of the Coronavirus on Electronic Commerce among Small and Medium Enterprises (SMEs) in Gauteng.
After graduating with a Master of Business Administration degree from UKZN’s Graduate School of Business and Leadership, Ramsern started a business that involved supplying, distributing and bottling different types of motor oil to hardware stores. ‘The progression to my DBA unfolded in a natural way being a childhood dream of mine to achieve both my master’s degree and doctorate in Business Administration. Most importantly, it has assisted me in creating an e-commerce website for my business.’
Advancements in technology and the way the world is evolving are what inspires this entrepreneur and mother of two boys to keep up with the fast-paced world of tech.
She says as an entrepreneur she struggled to adapt to running her business using technology. ‘The struggle of streamlining an e-commerce process is very challenging. Considering SMEs are the bedrock of the South African economy, I became passionate about this research topic and wanted to find answers,’ she explained.
Ramsern’s study, supervised by Professor Krishna Govender, investigated the challenges SMEs experienced with the use of e-commerce during the pandemic by exploring e-commerce resources and key capabilities for using e-commerce in Gauteng. The study revealed there was a lack of digital skills and infrastructure for digitisation among SMEs. The study recommended that SMEs should gear up and prepare their businesses for a technology-driven future and streamline all processes of e-commerce, from accessing reliable internet all the way to logistics for the consumer.
This study will be useful to SME owner-managers as it provides insight into using e-commerce as an effective marketing strategy to survive and succeed in a disruptive business environment.
She says her doctoral journey was exceptionally challenging but fortunately the topic of her research was very close to her heart and this kept her focused on the end goal.
She advises small business owners to consider postgraduate studies as a means of ensuring sustainability for their enterprises.
The PhD has special significance to Ramsern who was informed by neurologists about severe health limitations following an accident she was involved in a few years ago. The proud graduate is indebted to her family for their unwavering support – ‘With all the challenges, I have managed to complete my studies. The remarkable support from my husband Nivash and my sons Amrith (7) and Rohith (9) makes them the lifeblood of this accolade, so when I say, I could not have done this without them, I mean it.’
She said her celebration was a bitter sweet moment without her late parents who had instilled an inquiring mind in her.
She is thankful to her supervisor, Professor Krishna Govender for his wisdom, knowledge and input throughout her doctoral journey.
Words: Hazel Langa
Photograph: Sethu Dlamini