The role of channel orientation in B2B technology adoption

Abstract

Purpose -The purpose of this paper is to develop an in-depth understanding of the issues that organizations consider and experience when making the decision to adopt B2B technologies. Design/methodology/approach -The paper uses a qualitative approach to collect and analyze data. In-depth interviews were conducted to help generate new themes, and ideas about B2B technology adoption. After the data were collected, the authors used an elaborate multi-stage process to code, analyze, and interpret the data generated from the interviews. Findings -The main theme that emerged out of this study is that an organization's response to requests from its trading partner to adopt B2B technologies is highly influenced by its marketing channel orientation. The study identifies three types of marketing channel orientations that can influence a firm's technology adoption decision and demonstrates how each of these orientations influence a firm's responses and attitudes towards B2B technology adoption. Originality/value -The study is important to practitioners since it helps them recognize the value of understanding their trading partner's channel strategies and orientations as they develop strategies to get their suppliers to adopt B2B technologies. It also contributes to the academic literature by demonstrating the value of a firm's channel strategy orientation, a very important concept that has been ignored in the channels and B2B technology adoption literature.

Modelling SME e-commerce with IMAES

“…The first variable, government policy, which involves actions, projects and policies related to diffusion and the use of electronic commerce, has been validated as a positive factor of adoption (Al-Bakri and Katsioloudes, 2015; Ghobakhloo et al , 2011; Grandon and Pearson, 2004; Huy et al , 2012; Scupola, 2009; Wymer and Regan, 2005; Sin et al , 2016). The next variable is the pressure exerted by suppliers, competitors and other market forces (Asare et al , 2011). This variable was analysed in all theoretical models discussed above (Abou-Shouk et al , 2013; Ghobakhloo et al , 2011; Grandon and Pearson, 2004; Scupola, 2009; Sin et al , 2016; Wymer and Regan, 2005).…”

The critical success factors affecting the adoption of inter-organization systems by SMEs

“…There are large number of factors that affect the intention to use an IOS: globalization; the compatibility and complexity of the IOS; the support of chief executive officer (CEO); the size of the business and the level of employees' knowledge of information system (IS); the support of suppliers or trading partners; the convenience of usage; the privacy, security, accessibility, convenience, design, content and speed of the application; the availability of product features; and the level of service fees (Asare et al, 2011;Gibbs et al, 2002;Holmes and Srivastava, 1999;Poon, 2007;Thong, 1999). There are many articles related to the factors affecting the enterprise IS or IOS adoption.…”

To discard or to ado(a)pt? Looking at qualitative research templates through the lens of organizational routines

“…To give an example, the authors of an article explored the considerations and issues that organizations examine while making business-to-business technology adoption decisions (see Asare et al, 2011). The authors used an inductive analysis process, which was in line with grounded theory (Glaser, 1978).…”