INMA_A01.QXD

CASE STUDY 11

Figure 11.9Levels of sophistication of technology adoption
Source: DTI International benchmarking study 2004, http://www.thecma.com/accounts/CMA/documents/Nov2004/ibs2004.pdf

Environmental Influences 9 th 6 th Sweden

People and People^5 th tie^2 nd Republic ofIreland

Awareness

Index Sub-index 0.2 0.3 0.4 0.5 0.6 0.7

Awareness 6 th tie 3 rd South Korea

Technology Technology^7 th tie^3 rd Sweden

and Adoption Adoption 7 th tie 3 rd Sweden

Process and Process^6 th tie^2 nd Sweden

Deployment 8 th tie 2 nd Sweden

7 th tie 3 rd Sweden

Deployment

7 th tie

0.41

0.60

UK 2003

UK 2004

0.62

0.62

0.53

0.47

0.44

Impact 0.51 7 th USA

Overall ranking

UK

position

2003

UK

position

2004

Survey

best

2004

Table 11.3Levels of web site development

Level of Internet adoption Online development Strategic contribution

Level 0 – e-mail adoption e-mail account(s) but no web site. Limited to internal and intra-

organisational communications.

Very limited resource implications.

Level 1 – Internet presence Occupying a domain name or simple Initial Internet presence.

web sitesproviding mainly company At this stage experimentation is taking

information and brochures, therefore place to build skill / knowledge base.

tending to be static contentand Practically, implementation of

non-strategicin nature. technology is still in progress.

Limited resource implications.

Level 2 – prospecting Web sites provide customers with Prospecting.

company information, product At this point growth and development

information (as level 1) plus news, begins – providing potential customers

events, interactive content, with access to the products with minimal

personalised content, e-mail support, information-distributing cost.

and simple search. Growing resource implications.

Level 3 – business integration Web sites at this level are more Integration.

complexwith added features for At this point integration begins to pull

interactive marketing, sales ordering, together business processes and

online communitiesand secure business models. Internet strategy

transactions. Also includes more becomes interlinked with a firm’s

sophisticated versions of features business strategy. Business support, as

found in levels 1 and 2, e.g.more well as cross-functional links between

comprehensive information and search customers and suppliers are developing.

facilities.

Level 4 – business transformation At this level the Internet-based Transformation

activities are central to the At this level transformation starts to take

organisation, transforming the overall place. Internet-based operations shape

business model throughout the the organisation’s business strategies

organisation. and are used to focus on building

relationships and seeking new business

opportunities.

Source: adapted from Teo and Pian (2003)