Organizations are rapidly embracing the Internet. Managers are trying to gain an immediate understanding of the importance of and place for the Internet in their organization. One way to consider the possibilities is to look at the Internet as a technology innovation and attempt to gain insights from existing information technology (IT) literature. Since studies based on traditional innovation diffusion theory have not yet appeared, explores the appropriateness of looking at the Internet from the perspectives of traditional diffusion research. Using a case study, relates the Internet to previously identified innovation dimensions, and discusses problems with the various dimensions. Suggests that the concept of cluster innovations holds promise for better understanding the Internet as an innovation. Concludes with suggestions for managers drawn from results of the analysis.
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