Managing Organizational Factors in Technology Assimilation for Web-based Business to Business E-Commerce

Abstract: Introduction: The use of Web-based Business-to-Business E-commerce is increasing, however many companies who previously adopted e-commerce technology have failed to utilize it. Meanwhile, research has mostly focused on quantitative research regarding factors affecting the adoption of e-commerce, leaving a research gap regarding the routinization of the technology. Purpose: The purpose of this study is to provide knowledge regarding the management of the entire web-based business-to-business e-commerce assimilation process from initiation, to adoption and routinization. Method: The study addresses which factors affect the assimilation process, where in the process they are relevant and how they may be managed. A multiple case study with six large companies has been conducted through semi-structured interviews. The cases were compared to each other, as well as to previous research within e-business and/or e-commerce assimilation and adoption. Furthermore, change management literature has been used to aid the analysis of how certain factors may be managed. Findings: We have found the assimilation of web-based e-commerce to be a complex and iterative process that involves several interconnected factors which organizations manage in various ways. Seventeen factors within the technological, organizational and environmental contexts were identified to be relevant in the different phases of the assimilation process. A discussion regarding how these factors may be managed is conducted, including some indications on what approaches seem to be more or less viable. Practical Implications: Managers may use the findings of this study as guidance in their webbased e-commerce assimilation process. Originality/value: This study contributes with qualitative research on which factors affect the entire assimilation process of web-based e-commerce and how the factors may be managed. Paper Category: Master Thesis