Pease, Wayne and Rowe, Michelle (2003) E-commerce and small and medium eenterprises (SMEs) in regional communities. In: Chartered Institute Of Marketing Conference (CIM 2003), 20-22 August 2003, Sydney.
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[Abstract]: E-commerce is considered to provide substantial benefits to business, including SMEs (Small and Medium Enterprises), largely by way of improving efficiencies and raising revenue. It also offers the creation of opportunities for new businesses. Yet the rate of adoption of e-commerce by SMEs in Australia has been slower than anticipated. The competitive nature of business requires that organisations, especially SMEs, develop and sustain any possible competitive advantage. Increasingly this requires that the tools of e-commerce not just enable electronic transactions to occur, but also to transform internal systems and help build relationships with customers. Despite this, these benefits are not being realised due to the lower than expected adoption rate. These issues are discussed generally and then developed in an exploratory manner by way of three case studies of SMEs located in Hervey Bay, a regional area in Queensland. They range from an organisation offering tourist services online, a niche provider creating and commissioning commercial art, and a multi-media firm. The purpose of investigating these SMEs is to identify the factors leading to their adoption of e-commerce, their use of e-commerce and to consider the success or otherwise of these businesses as a consequence. This is an ongoing research project.
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