An improved model of structural changes resulting from use of e-commerce

A common use of the Web is for electronic commercial trading, or "e-commerce". For many organisations, websites and e-commerce are new forms of technology; organisations will need to change, as they adopt these new technologies. As new technology is introduced, there will also be unplanned and possibly unexpected changes. In order to minimise the negative impacts of change and maximise the potential benefits, the organisation needs a clear understanding of the changes that are likely to occur. That has been the focus of my research. Adaptive structuration theory (AST) models the changes that take place to organisational, technological and social structures in response to the implementation of new technology. Prior to my research, the AST model dealt only with new technology operating within a single organisation. It had not been adapted to suit the more complex, cross-organisational environment of websites and e-commerce. If AST is to be used to support management of web-based information system implementation, the AST model must first be extended into the website and e-commerce context. Research objectives My research question was, How must AST be extended in order for it to be applicable to the multi-organisational scope of Web-based e-commerce information systems? This lead to my research challenge, To develop an extended AST model that will be relevant to websites and e-commerce. The extended model provides an explanation of the ways in which organisations and other affected groups may adapt to new Web technologies and systems. As a student in the first cohort of the university's new DBA(IS) professional research doctorate, I had a further problem: what are the requirements of a DBA thesis? The marketing and background material for the DBA clearly distinguishes it from a PhD, with a different target market and different intended outcomes to suit the target market. Yet the only guidelines for a DBA thesis are, it should be half as long as a PhD thesis. Nick Lethbridge page 8 Structural Changes due to e-commerce My own background is as a manager and a professional; I am typical of the targeted DBA student. To satisfy the DBA intent I need a research methodology that has relevance to my professional career. It should also I believe draw on the knowledge and experience of the student, to bring the benefits of that knowledge into the academic arena. This led to a second major research objective: To define a research methodology to suit DBA requirements. Result: Research methodology In order to successfully pursue my research, I needed to identify a suitable research methodology. The DBA is a professional doctorate: it targets the needs and interests of senior professionals and managers. I defined my Critical Insight approach to research as a means of both providing maximum benefit to the DBA researcher, and providing maximum opportunity for development of new and unique knowledge through the DBA research process. Result: Maintain the basic AST model Adaptive structuration theory (AST) describes the process by which an organisation will adapt to implementation of new technology. The process will be dynamic, with irregular but continuing changes to any or all organisational structures. Changes (adaptations) to one structure ( organisational system) may cause changes to another structure. Structures are defined and maintained by people, the process of adaptation is driven by the comfort and consensus of users of the new technology. Adaptations may be classified as being ironic, faithful or hyperfaithful. These are the unchanged basics of the pre-research AST model. Result: New structures subject to adaptation AST models the ways in which technology is adapted to an organisation. The model also shows that organisational structures, in turn, adapt to the new technology. In order to relate the AST model to website and e-commerce development I have now identified eight key structures that may adapt: technology features, technology spirit, task of the work group, staff in the organisation, management, information system developers, customers and website visitors. Three of these are unchanged from the pre-e-commerce model, two have been redefined, three are newly identified. Nick Lethbridge page 9 Structural Changes due to e-commerce Result: New scale of impact Previous research had defined a scale to rate the impact of new technology; the scale is not applicable to e-commerce systems. My research has developed a new scale to measure the impact of the changes. Key points on the scale are, in order of increasing impact on each structure: refine, extend, redesign and transform. When considering a possible change, the change should be placed independently on the impact scale for each relevant structure. Whether the changes emerge or are planned, placing each change on the scale will give an early indication of the potential impact of that change. Result: More relevant categories of change For convenience of understanding, changes may be grouped into a small number of broad categories. The most recent, published categories give guidance but are not suited to e-commerce. Using those as a basis, I define a set of standard categories for grouping changes: knowledge capture, knowledge sharing, access to the website and how information is communicated. Final outcome: Academic knowledge and practical benefits In this thesis I extend the AST model so that it is relevant to and applicable to the implementation of websites and e-commerce information systems. My extended AST model adds a major new aspect to existing academic theory. It will also provide a valuable tool for application in business. Thus my research has made a significant contribution to both academic and applied business knowledge. This focus on both theory and practice reflects the professional nature of the DBA course. Nick Lethbridge page 10 Structural Changes due to e-commerce