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 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 these new technologies are interpreted into the organisation. Investigating the organisational socio-cognitive processes underlying the decision making processes will give further insight into the socio-cognitive competencies of organisations (Rindova & Fombrunn, 1999). The aim is to contribute to the existing technological implementation theory complex by studying the relationships between the elements of the socio-cognitive processes and the resulting interpretations and actions when new technologies are implemented. Additionally, the project will investigate the technological strategies in organisations in order to gain a deeper understanding of the cognitive barriers towards implementing new technology in organisations. The research will therefore concentrate on the development process in the organisation's perception of the external environmental elements of customers, suppliers, competitors, internal and external technology and legislation and the internal environmental elements of structure, power relations and political arenas. All of these variables influence which and how technologies are implemented thus creating different outcomes all depending on the social dynamics that are triggered by changes in the technological setting (Barley, 1986). 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).
Hawaii Conference on Business, 2001
MAPP; Customer relation management; Sensemaking; Internetteknologi; E-handel; Danske fødevareproducenter; Informationsteknologi; Internet technology; E-trade; Danish food processing companies; Information technology