1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University
Research scope: The topic of the research project is to investigate how new internet technologies such as e-trade and customer relation marketing and management (CRM) are implemented in Danish food processing companies. The aim is to use Weick's (1995) sensemaking concept to analyse the strategic processes leading to the use of internet marketing technologies and to investigate how e-trade and CRM are interpreted into the organisation. Current research in the field shows that new technologies affect organisational routines/structures/social relationships/power relations/dependencies and alter organisational roles (Barley 1986; 1990, Burkhardt & Brass, 1990; Kling 1991; Orlikowski 2000). It also demonstrates that technology is a flexible variable that is adapted to the organisation's identity, culture, climate and management philosophy, thus leading to different uses and outcomes of the same technology in different organisations (Barley 1986; 1990; Orlikowski 2000). Viewing the use of technology as a process of enactment opens up for investigating the social processes of interpreting new technology into the organisation (Orlikowski 2000). The scope of the research project will therefore be to gain a deeper understanding of how the enactment of new technologies results in emerging changes in the organisation's social networks and roles and how these changes affect the organisation's use of new technology (Barley 1986; 1990, Compton, White & DeWine 1991; Orlikowski 2000).
MAPP; E-trade; CRM; Danish food processing companies; Sensemaking; Social network and roles; Information technology usage; E-handel; Informationsteknologi
Main Research Area:
Workshop on Management and Organization Cognition, 2001