Small firm Internet adoption: opportunities forgone, a journey not begun
Jones, C and Hecker, R and Holland, P, Small firm Internet adoption: opportunities forgone, a journey not begun, Journal of Small Business and Enterprise Development, 10 , (3) pp. 287-297. ISSN 1462-6004 (2003) [Refereed Article]
This paper explores the endeavours of five small firms to develop Web-based commerce capabilities within their existing operations. The focus is on the strategic acquisition and exploitation of knowledge which underpins new value creating activities related to Web-based commerce. A normative Web-based commerce adoption model developed from a review of the extant literature related to electronic marketing, entrepreneurship, and the diffusion of new innovations was empirically tested. A multiple case study design enabled the exploration of contemporary marketing and entrepreneurship issues within the real life context of five small firms. The model aimed to emphasis best-practice adoption methods emphasizing the value of a firmís market orientation and entrepreneurial capabilities. A preliminary test of the modelís theoretical contentions lent support to its overall focus, but found that the firmís existing learning capabilities were diminished during the adoption of Web-based commerce, and that a lack of vision and prior knowledge produced sub-optimal adoption outcomes.
Australia, Electronic commerce, Entrepreneurialism, Internet marketing, Market orientation, Small- to medium-sized enterprises