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Why are some organizations adopting a technological innovation that is announced to yield both operational and strategic benefits while others hesitate, or decide not to adopt for the time being? This question is highly relevant especially in the case of interorganizational information systems (IOS) exemplified by EDI (electronic data interchange), due to the earnest attention this particular technology had received throughout the 10s from academia, practitioners, and governments all over the world. Surprisingly few Danish organizations have adopted EDI. If their technical capabilities and their high degree of computerization are considered then the organizations reluctance to adopt EDI appears to be even more irrational and incomprehensible. The phenomenon of organizations lagging behind adoption of IT regardless of their opportunities to do so is well known. What is missing so far are factors explaining the reason for this situation.
Throughout the history of IS research a number of explanatory factors have been found to be prevalent in relation to adoption and diffusion of IT in and among organizations. A summary of an extensive review of the literature on IOS and EDI and adoption and diffusion of IOS and EDI has resulted in a number of possible explanatory factors and models for adoption. One of these models comprises factors related to the organizational context, the environmental context, and the technological context. These three contexts or dimensions are the pivotal point for this study on adoption and diffusion of IOS in a Danish setting. Inherent in the three contexts is for example the influence on organizations from environmental factors such as action plans promoted by governmental institutions or by industry and trade associations and competitive market forces. From an internal point of view, the motivators for adoption of innovations in organizations focus on the operational benefits and human resources. Finally, the influence from innovation attributes related to the technology aspects is comprised in the third context.
This study is a longitudinal evaluation of the outcome of the Danish national 16-action plan for e-commerce. The reported data originate from more than half a decade starting with the political 15-statements, which gave a high priority to the use of information technology in businesses and administration. The 15-statement stressed the need for formulating an action plan for EDI and e-commerce. The next step was the launch of the 16-action plan for EDI and e-commerce. This action plan was operationalized in the TDP (TradeDocument Project) by the two major Danish business associations. The TDP which aimed at supporting the adoption and diffusion of EDI included nine companies, manufactures and wholesalers, in the Danish steel and machinery industry. As a part of this analysis of the impact of co-ordinated adoption and diffusion projects the outcome of TDP was evaluated during the autumn of 1. Based on the knowledge gained from the TDP, from previous research on IS adoption, and from EDI research in the 10s a survey instrument was developed to evaluate the status of the use of EDI (and e-commerce) in a business sector, which had been exposed to the 16-action plan and the TDP.
This study, which was practice driven in nature, started as an exploratory search for motivators for EDI adoption. The exploratory approach led to changes in focus of the fieldwork throughout the study. The first step, examination of the TDP, revealed that a number of factors had influenced adoption and non-adoption amongst the participating companies. The industry and trade associations, which initiated the project, expected that the TDP provided the optimal conditions for adoption and diffusion of EDI in the Danish steel and machinery industry and especially amongst the companies involved in the project. However, the interviews with the involved companies indicated that some of the participants had their own agendas. They were more interested in networking and exerting influence. The non-adopters were interested in obtaining knowledge of EDI. However, they remained non-adopters due to organizational constraints. After examining the influence of the co-ordinated adoption and diffusion initiatives, it was found prudent to focus more intensely on motivators for adoption. Based on the general attitude from governmental units and the industry and trade associations, specific knowledge from the TDP, and data from previous research, fifteen opinion data items covering a range of issues related to the organizational context, the environmental context, and the technological context were defined. These items were tested in a survey of the Danish steel and machinery industry.
Two objectives have guided this research, which explicitly answers the following three research questions
Objective A - To consider possible improvements of the present adoption models used in MIS research.
The corresponding research questions related to this objective were
- How are the explanatory variables related to motivators for EDI adoption defined in MIS research at present?
- Which models are used to explain motivation for IOS adoption at present?
Objective B - To identify motivators for adoption of IOS in a business sector dominated by small businesses.
The corresponding research question related to this objective was
- To which degree can the motivation to adopt IOS, exemplified by EDI, be explained by issues related to the organizational context, the environmental context, and the technological context?
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