TABLE OF CONTENTS

1. Introduction……………………………………………………………………………………………………… 1
1.1. Context ……………………………………………………………………………………………………… 2
1.1.1. Industry Context ……………………………………………………………………………………………. 2
1.1.2. Emerging Markets Context (focus Brazil) ………………………………………………………….. 4
1.2. Purpose …………………………………………………………………………………………………….. 6
1.3. Target & Contribution …………………………………………………………………………………. 7
1.4. Motivation for this Research ……………………………………………………………………….. 8
1.5. Research Question ……………………………………………………………………………………… 9
1.6. Brief Outline of dissertation ………………………………………………………………………. 10
2. Literature Review ……………………………………………………………………………………………. 12
2.1. Cloud Computing ………………………………………………………………………………………. 12
2.1.1. Characteristics and Technology …………………………………………………………………….. 13
2.1.2. Cloud Computing Service Models …………………………………………………………………… 15
2.1.3. Deployment models of Cloud Computing ……………………………………………………….. 16
2.1.4. Cloud Computing Advantage & Disadvantages ………………………………………………… 18
2.1.5. Challenges of Cloud Computing …………………………………………………………………….. 19
2.1.6. Impact of Cloud Computing in Business ………………………………………………………….. 20
2.2. Small and Medium Enterprises …………………………………………………………………… 22
2.2.1. Characteristics of SMEs ………………………………………………………………………………… 23
2.2.2. Characteristics of SMEs in Emerging Markets ………………………………………………….. 24
2.3. Adoption …………………………………………………………………………………………………. 25
2.3.1. Technology Adoption …………………………………………………………………………………… 25
2.3.2. SMEs Adoption of Technology ………………………………………………………………………. 26
2.3.3. Factors to be Considered in Cloud Computing Adoption by SME ……………………….. 29
2.3.1. Cloud Computing for SMEs ……………………………………………………………………………. 30
2.4. Emerging Markets …………………………………………………………………………………….. 31
2.4.1. Why Emergent Markets for this study ……………………………………………………………. 31
2.4.2. Brazil Cloud Computing overview ………………………………………………………………….. 32
3. Research Methodology ……………………………………………………………………………………. 35
3.1. Research Structure ……………………………………………………………………………………. 35
3.2. Sample…………………………………………………………………………………………………….. 38
3.3. Ethics ………………………………………………………………………………………………………. 39
3.4. Limitations ………………………………………………………………………………………………. 39
4. Data Analysis and Findings ……………………………………………………………………………….. 41
4.1. General Sample Demographics Characteristics …………………………………………….. 41
4.2. Hypotesis Analysis …………………………………………………………………………………….. 44
4.2.1. Hypothesis 1 Analysis – Cloud Computing and its Technology …………………………… 44
4.2.2. Hypothesis 2 Analysis – Cloud Computing in the Organization …………………………… 54
4.2.3. Hypothesis 3 Analysis – Cloud Computing and the Environment ……………………….. 58
4.3. The findings ……………………………………………………………………………………………… 60
4.3.1. Fulfillment of purpose ………………………………………………………………………………….. 60
5. Conclusions and Recommendations ………………………………………………………………….. 61
5.1. Objectives achieved ………………………………………………………………………………….. 61
5.2. Validation of the laid hypothesis ………………………………………………………………… 64
5.2.1. Validation Hypothesis 1 – Cloud Computing and its Technology ………………………… 64
5.2.2. Validation Hypothesis 2 – Cloud Computing in the Organization ……………………….. 67
5.2.3. Validation Hypothesis 3 – Cloud Computing and the Environment …………………….. 68
5.3. Summary – Contributions to the Body of Knowledge …………………………………….. 69
5.4. Future Research ……………………………………………………………………………………….. 71
6. Self Reflection…………………………………………………………………………………………………. 72
6.1. Learning styles …………………………………………………………………………………………. 72
6.2. Masters Experience…………………………………………………………………………………… 74
6.3. Influence of learning style on the research ………………………………………………….. 74
6.4. Development skills ……………………………………………………………………………………. 75
6.5. Going Forward …………………………………………………………………………………………. 76
7. References ……………………………………………………………………………………………………… 77
8. Appendices …………………………………………………………………………………………………….. 82
8.1. Email Invitation to particiapte in the survey ………………………………………………… 82
8.2. Survey……………………………………………………………………………………………………… 83
8.3. Descriptive Survey Analysis ……………………………………………………………………….. 92
8.4. Hypothesis Testing ……………………………………………………………………………………. 97
8.4.1. Appendix H1 Testing – Cloud Computing and its Technology …………………………….. 97
8.4.2. Appendix H2 Testing – Cloud Computing in the Organization ………………………….. 118
8.4.3. Appendix H3 Testing – Cloud Computing and the Environment ……………………….. 125