Efthymios Constantinides


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.


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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

author={Efthymios Constantinides},
booktitle={Proceedings of the Third International Conference on Web Information Systems and Technologies - Volume 3: WEBIST,},

in EndNote Style

JO - Proceedings of the Third International Conference on Web Information Systems and Technologies - Volume 3: WEBIST,
SN - 978-972-8865-79-5
AU - Constantinides E.
PY - 2007
SP - 191
EP - 195
DO - 10.5220/0001261601910195