THE ORGANIZATIONAL EFFECTS OF E-COMMERCE - A Cross-sectional Study

Efthymios Constantinides

Abstract

Electronic Commerce (EC) is increasingly perceived as a mainstream element of the marketing strategy. With more firms trying to extract value from the virtualized and global marketplace of the 21st century it is essential that managers effectively address the problems related to the organizational adoption and internal implementation of EC. The paper evaluates the aptitude of the stages model, one of the well-known approaches describing the adoption of EC, in accurately mapping and explaining this complex process. Based on a study of ten commercial firms the study concludes that in the majority of cases the stages model does not adequately describe the EC adoption process. The model suffers from a fundamental flaw, namely overlooks the irregular pattern of the EC assimilation in the internal organizational processes who are shaped by EC with different intensity, in different ways and at different times rather than in a linear way the stages model suggests. The paper proposes a more flexible approach recognizing the complexity of this process and providing a more accurate and representative picture of the EC adoption by commercial firms.

References

  1. Amit R, Zott C., (2001), Value creation in E-Business, Strategic Management Journal, vol 22, pp. 493-520
  2. Barnes D, Hinton M., Mieczkowska S., (2002), Developing a framework to investigate the Impact of E-Commerce on the Management of Internal Business Processes, Knowledge and Process Management , vol. 9, nr 3, pp 133-142
  3. Barwise, P. & Farley J. U. (2005). The Sate of Interactive marketing in Seven Countries: Interactive Marketing Comes of Age. Journal of Interactive Marketing, 19(3), 67-80.
  4. Brodie R., Coviello N., Welsey J., Winkelhofer H., (2006), Has E-Marketing come of age? An examination its adoption and its influence on firm performance, 35th EMAC Conference, Athens, Greece
  5. Constantinides E., (2002), The 4S Web-Marketing Mix Model, E-Commerce Research and Applications, Elsevier Science, vol. 1/1, pp 57-76
  6. El Sawy O., Malhotra A., Gosain S., Young K., (1999), IT-Intensive Value Innovation in the Electronic Economy: Insights from Marshall Industries, MIS Quarterly, vol. 23, nr 3
  7. Earl M, (2000), Evolving e-Business Business Strategy Review, vol 11, nr. 2, pp 33 - 3 8
  8. Furth J., Jensen J., (2000), E-Transform.org:Roadmap to the new digital economy. Roland Berger Strategy Consultants
  9. GarcĂ­a- Dastugue S., Lambert D., (2003), Internet-enabled coordination in the supply chain, Industrial Marketing Management, Vol 32, Issue 3 , Pages 251-263
  10. Gossain S., Kenworthy R., (2000), Winning the third wave of E-Business - Beyond net markets, NerveWire
  11. Krell T., Gale J., (2005), E-Business migration: a process model, Journal of Organizational Change Management, vol. 18, nr. 2, pp 117 - 131.
  12. Lumpkin G.T., Droege S.B., Dess G., (2002), E-commerce strategies: Achieving Sustainable
  13. Mustaffa S. and Beaumont N. (2000). Electronic Commerce and Small Australian Businesses. Proceedings of the Australian and New Zealand Acadamy of Management (ANZAM) on CD-ROM. 3- 6 December. Macquarie University, Sydney
  14. Porter M.E., (1985), Competitive Advantage: Creating and sustaining superior performance, Free Press
  15. PricewaterhouseCoopers, (1999), Electronic Business Outlook
  16. Subba Rao, S Metts G., Mora Monge C., (2003), Electronic commerce development in small and medium sized enterprises: A stage model and its implications, Business Process Management Journal vol 9, nr. 1, pp 11 - 32
  17. Teo T.S.H., Ranganathan C., (2004), Adopters and nonadopters of business-to-business E-Commerce in Singapore, Information & Management, vol 42, nr. 1, pp 89 - 102
  18. Thong, J. Y. L. (1999) "An Integrated Model of Information Systems Adoption in Small
  19. Businesses", Journal of Management Information Systems, Vol 15, No 4, pp 187-214.
  20. Truong D., Subba Rao S., (2002), Development of a contingency model for adoption of Electronic Commerce, Decision Sciences Institute, 2002 Annual Meeting Proceedings Wang S., (2000), Managing the organizational aspects of electronic commerce, Human systems Management, vol 19, pp 49 - 59
Download


Paper Citation


in Harvard Style

Constantinides E. (2007). THE ORGANIZATIONAL EFFECTS OF E-COMMERCE - A Cross-sectional Study . In Proceedings of the Third International Conference on Web Information Systems and Technologies - Volume 3: WEBIST, ISBN 978-972-8865-79-5, pages 191-195. DOI: 10.5220/0001261601910195


in Bibtex Style

@conference{webist07,
author={Efthymios Constantinides},
title={THE ORGANIZATIONAL EFFECTS OF E-COMMERCE - A Cross-sectional Study},
booktitle={Proceedings of the Third International Conference on Web Information Systems and Technologies - Volume 3: WEBIST,},
year={2007},
pages={191-195},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001261601910195},
isbn={978-972-8865-79-5},
}


in EndNote Style

TY - CONF
JO - Proceedings of the Third International Conference on Web Information Systems and Technologies - Volume 3: WEBIST,
TI - THE ORGANIZATIONAL EFFECTS OF E-COMMERCE - A Cross-sectional Study
SN - 978-972-8865-79-5
AU - Constantinides E.
PY - 2007
SP - 191
EP - 195
DO - 10.5220/0001261601910195