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This paper aims to review previous studies on how organizations, particularly small and medium enterprises (SMEs), adopt digital information and technology, especially on the drivers and the outcomes of the adoption itself.

The present study follows a literature review design. Previous studies that examine SMEs’ digital information and technology adoption are taken into account in building the conclusion.

The review reveals that digital information and technology that is used for marketing-related position allows SMEs to be more competitive. In general, there are three main theories that have been used to understand the adoption process (i.e. diffusion of innovation theory, technology-organization-environment framework and institutional theory). These theories should be used in conjunction with each other to better explain the adoption process. Additionally, there are three characteristics (i.e. innovation, firm and environmental) that are related to the risks and barriers of the adoption process.

This theoretical review is among the few that put forward the findings reported in research articles on the digital information and technology adoption process within SMEs. Moreover, this paper summarizes the issues (i.e. drivers, outcomes, risks and barriers) related to the adoption process.

Companies are increasingly leveraging digital technologies toward innovation strategies that deliver novel features to customers sequentially through successive new product generations (i.e., successive innovation). Extant literature examining successive innovation is both limited and fragmented across marketing and management literatures. Our goal is to synthesize literature on concepts related to successive innovation (such as versioning and upgrades) to identify the core dimensions of successive innovation and provide a cohesive framework to guide future research in this domain.

Given the equivocality in understanding the conceptual domain of successive innovation, we review and synthesize literature across three disciplinary domains: marketing, management, and information and decision sciences. Based on the emerging patterns from the literature review, we develop a conceptual framework of successive innovation with the aim of moving the discussion toward greater theoretical clarity.

Based on the literature review and synthesis, we identify three core-dimensions that define successive innovation and compare these across digital and physical product realms: coexistence, embeddedness, and adoption controllability.

Our proposed conceptual dimensions of successive innovation, and discussion of differences across physical and digital product domains, offer important directions for future research and a common vocabulary.

As physical and digital successive innovations can differ in coexistence, embeddedness, and adoption controllability, firms need to consider relevant barriers to adoption of successive product generations and select appropriate strategies to promote and communicate successive innovation. Our proposed successive innovation conceptual dimensions help managers comprehend the complexity of arranging such innovation in business and consumer segments.

Our contribution to the emerging literature on successive innovation is threefold. First, by conducting a comprehensive literature review, we integrate insights from different fields of inquiry (i.e., marketing, management, and information and decision sciences). Second, based on the synthesis of the literature, we offer a conceptual framework of successive innovation, which aims to move the discussion toward greater theoretical clarity. Third, based on our review and conceptual framework, we discuss a set of future research directions to guide academic research efforts.

The purpose of this paper is to propose an integrated gray-decision making trial and evaluation laboratory (Grey-DEMATEL) framework to evaluate the ICT adoption barriers in manufacturing small and medium enterprises (MSMEs) running in developing countries. The proposed model is also tested for Indian MSMEs.

The model consists of 16 potential ICT adoption barriers selected from existing literature and refined based on discussion with domain experts. While DEMATEL analyses causal relationship and prioritizes them, Grey approach tackles individual biases and data insufficiency.

The authors conclude that lack of awareness about benchmarking and lack of management vision are the most critical ICT adoption barriers in the case of Indian MSMEs.

Outcomes of the present research are based on the experts’ inputs which are subject to the biases related to their experience and exposure. In India practices adopted by SMEs have geographical and political influence that is also neglected.

This study provides a model consisting of 16 ICT adoption barriers for MSMEs in developing country and a framework to analyze causal relationships among the barriers with the flexibility of data input from their own domain experts. The framework is also capable of dealing with expert biases and data insufficiency.

The purpose of this paper is to consider the potential of an organisational orientation, namely the electronic marketing orientation (EMO) to address implementation issues in business-to-business (B2B) social media implementation. Previous research has demonstrated differences between B2B and business-to-consumer (B2C) marketing.

The paper draws on existing B2B marketing, social media and organisational orientation literature, both academic and practitioner. This facilitates the development of a conceptual model and research proposition as a basis of further research into addressing contemporary barriers to B2B social media implementation.

The paper contends that each of the four components of the EMO addresses different implementation issues faced in implementing social media and, more specifically, the unique issues faced by B2B marketers.

The paper is conceptual in nature; however, it provides directions for future empirical research.

The differences in promotional and sales channels and messages required in B2B context are addressed in the research propositions. The paper highlights implementation challenges and how a particular organisational orientation can facilitate the decision-making in dealing with them.

The paper provides a unique theoretical contribution by introducing the EMO conceptual model in a specific context of B2B social media marketing.

Adaptation to the requirements of digital economy is especially difficult for older workers, which is a challenge for today’s organizations due to workforce shrinking and ageing. Therefore, the purpose of this paper is to investigate how it is possible to develop older employees’ potential in technology use in the business environment.

The authors examined how employees at various age perceive barriers during enterprise system (ES) adoption and use. This exploratory study is based on grounded theory and draws from the opinions of 187 Polish ES practitioners.

With age, emphasis on employees’ perception of mandatory ICT implementation projects is shifting from technology to people-related considerations. For older employees, job security and workload appear the most critical issues in such projects. Age-diverse collaboration appears necessary to address the problems posed by technology-related and demographic changes.

The findings imply that incorporating multiple stakeholder perspectives and age-related considerations into research on ICT adoption appears essential.

ICT adoption in the business environment can be successfully supported by age-balanced team building, cooperation between younger and older employees, and age-adjusted change management initiatives.

Supporting older employees during the implementation of mandatory business software should embrace reducing their negative attitudes to ICT-induced change by minimizing their perception of job insecurity.

Unlike many prior studies, the current research places age in the central role and discusses not only how it is possible to support older employees, but also how to leverage their potential in the process of ICT adoption and use in a mandatory setting.

E‐marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e‐marketing strategies for the web. However, the evolution and strategic direction of e‐marketing strategies in international environments has not been discussed and is the focus of this paper.

In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e‐marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e‐marketing strategies. The paper proposes that the evolution of e‐marketing strategies is based on the countries infrastructure and marketing institutional development.

It is found that international e‐marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e‐markets of tomorrow may have little resemblance to the markets of today.

The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for future research.

Firms need to better monitor their international environments to determine the type of strategy that they need to follow. The proposed strategies are – brick and click strategies, digitization, disintermediation, buying groups and alternative infrastructure, firm driven e‐marketing strategies, and corporate exchanges.

This paper is the first attempt to examine the relationship between a country's infrastructure, marketing institutions and the appropriate e‐marketing strategies.

International e‐marketing is emerging as an important area for marketers, as global online markets expand. This special issue is an attempt to encourage, showcase, and guide research in the area of international e‐marketing.

In the editorial, Introduces the international e‐marketing framework (IEMF) as a guiding template for future research in international e‐marketing.

The IEMF should help shape scholarly inquiry in the domain of international e‐marketing, classify current intellectual contributions in this area and delineate the gaps in the literature.

The editorial presents the IEMF and classifies various papers in this issue using this framework. Finally, concludes with several compelling research questions to motivate future research in this area.

Most electronic market (e‐markets)‐based research that has been undertaken has primarily focused on the design and development of systems to support electronic trading within national boundaries and it has been implied that conducting business through this medium is beneficial to the organisation. The purpose of this paper is therefore to examine the relative significance of economic, social, political and cultural factors and their interconnections in the transition to global e‐markets.

The paper uses an interpretive case study as this facilitates an understanding of how globalisation constructs affect the transition of organisations to the global market environment.

The case study has found the need for organisations to address a wide range of issues if they are to benefit from participation in global electronic marketplaces (e‐marketplaces). The development of information communication and technologies (ICT) has been viewed as a primary factor in the reduction of transaction costs and one which allows for a greater number of suppliers in electronic markets. A large supplier base is seen as an advantage by some since it improves the bargaining position of the buyer. Dealing closely with a small number of suppliers may reduce transaction costs and risk, but such costs and risks have been significantly reduced by the development of internet based e‐marketplaces where the market absorbs a high proportion of both. In the case study, an organisation moving to the e‐market because of the advantages of significantly reduced transaction costs has been seen.

The literature adoption of global procurement platforms stresses the economic benefits. However, few studies have examined the social, cultural and political factors that are part of the globalisation trend and how these impact on companies trying to make a transition to global procurement strategies. In this paper, it is revealed that the trend toward globalisation fuelled by ICT is affected by a complex array of economic, social, political and cultural factors. The economic benefits of globalisation cannot be fully realised without consideration of the social, political and cultural issues.

Drawing on existing research on e‐business and the smaller firm, this paper presents a review of the literature and the formulation of a conceptual framework of adopting an e‐business approach. Macro‐factors, industry sector, firm and managerial motivations and attitudes are examined, and then positioned in a conceptual framework of e‐business development in domestic and international markets. A series of research propositions are developed which go beyond the formalised, prescriptive frameworks of e‐business as presented in marketing and e‐commerce textbooks. These include the belief that those firms with a high degree of entrepreneurial orientation will be more likely to develop interests in e‐business than their conservative counterparts. Other factors include firm size, age of the manager, particular industry sector and product type. Conceptualises the tangible and intangible factors which impact upon the process of e‐business development, to present a workable framework for future qualitative and quantitative data collection.

Effectively evaluating the efficiency of individual e-markets for better understanding the efficiency-oriented critical drivers for individual e-markets is of great significance to the development of electronic business. The purpose of this paper is to develop an approach through adequately integrating data envelopment analysis (DEA) and bootstrapped Tobit regression analysis for identifying the efficiency-oriented critical drivers on the development of e-market in electronic business.

A review of the related literature is conducted for adequately formulating the e-market evaluation problem. DEA is appropriately used for assessing the efficiency of available e-markets, leading to the identification of the efficient e-market. Tobit regression analysis is then employed to examine the outcome of the DEA analysis for identifying the efficiency-oriented critical drivers in the development of e-markets in electronic business.

A better understanding of the operations of individual e-markets with respect to their overall efficiency in electronic business can be achieved with the use of the developed approach. Such understanding is built on the identification of the efficiency-oriented critical drivers on the development of e-market in electronic business.

This paper develops a novel approach for better understanding of the operations of individual e-markets with respect to their overall efficiency in electronic business. The adoption of this approach helps existing e-markets improve their efficiency by focussing on the efficiency-oriented critical drivers and provide new players in e-markets with guidelines for developing their efficient e-markets.