Managing social and intellectual capital: factors affecting the adoption and provision of online marketing of government services

Mills, Michael K. (2007) Managing social and intellectual capital: factors affecting the adoption and provision of online marketing of government services. In: ANZAM 2007: Managing Our Intellectural and Social Capital, 4-7 Dec 2007, Sydney, Australia.


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[Abstract]: A significant issue facing government at all levels is the provision of governmental services, information and property (e.g. government’s social and intellectual capital) through “online” marketing transactions. Using a diffusion theory approach (Rogers, 1983) this paper discusses the findings of a study investigating strategic factors that affect the adoption of an online e-commerce marketing approach, with emphasis on elements related both to the innovation itself (e.g. Rogers, 1983), as well as environmental characteristics. In-depth interviews of a sample of 42 high level governmental officials, chosen across various agency types, and Australian states were conducted. Governmental decision-making about on-line service provision tended to be generally following a “production” or “product” orientation rather than a customer oriented marketing one. Findings showed support for the hypothesised relationship between political pressure and adoption, and the importance of being shown to “be doing something” immediately or in the very near future. Implications for marketing management and suggestions for further research in the area are given.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions on web site.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 11 Feb 2008 01:13
Last Modified: 02 Jul 2013 22:58
Uncontrolled Keywords: government, not for profit marketing, electronic marketing, innovation adoption
Fields of Research : 16 Studies in Human Society > 1605 Policy and Administration > 160503 Communications and Media Policy
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150307 Innovation and Technology Management

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