Critical assessment of success factors of mass collaboration: a case of Jordanian retail companies

Purpose This study aims to carry out the critical assessment of success factors of mass collaboration in the context of retail companies operating in Jordan. Design/methodology/approach This study is quantitative in nature in which data has been gathered from the primary sources of information through a survey questionnaire. The employees and managers from the retail sector of Jordan have been considered. Confirmatory factor analysis has been carried out to determine the reliability and validity of the factors that are included in the research model. Quality of model and predictive prevalence has been tested with the help of determining the R-square of the model. Path assessment has also been done as a part of data analysis to assess the statistical significance of the association between different factors and the success of a mass collaboration. Findings The analysis determined that organizational structure, the mechanism in collaborative learning along with technologies adopted in collaborative learning, evaluation of learner’s performance and quality of knowledge has a significant effect on mass collaboration within the context of the retail sector in Jordan. Research limitations/implications The context of this research is the Jordanian retail sector; hence, it is very concise and cannot be necessarily applied within the context of other industries. This research has adopted a quantitative design where the data was collected with the help of a survey questionnaire based on the close-ended questionnaire. This has limited the answers to the available options given. Originality/value The originality of this study has been ensured by carrying out a primary survey with the employees and managers belonging to the Jordanian retail sector to the promising approach to create agile knowledge and share to enhance the organizational context.