Scrum in the Digital Marketplace: Assessing Agile Methodologies in E-commerce Project Execution

This thesis examines the application of the Scrum framework in a data-driven e-commerce project, assessing its effectiveness in improving efficiency, adaptability, and collaboration. The study first explores Scrum’s theoretical foundations through a literature review, focusing on its core principles—roles, events, and artifacts. A modified version of Scrum is then applied to a real-world case study, analyzing its alignment with the Scrum Guide and the necessary adaptations for a market research and analysis project. The findings show that while Scrum’s iterative planning, continuous feedback, and stakeholder involvement enhance project outcomes, certain deviations from the standard framework are required in non-software environments. This research contributes to the broader understanding of Scrum’s practical applicability beyond software development, providing insights into optimizing agile practices for data-intensive projects.