Managing social and intellectual capital: factors affecting the adoption and provision of online marketing of government services
Paper
Paper/Presentation Title | Managing social and intellectual capital: factors affecting the adoption and provision of online marketing of government services |
---|---|
Presentation Type | Paper |
Authors | |
Author | Mills, Michael K. |
Editors | Chapman, Ross |
Journal or Proceedings Title | Proceedings of the 21st Australian and New Zealand Academy of Management Conference ( ANZAM 2007) |
Number of Pages | 18 |
Year | 2007 |
Place of Publication | Australia |
ISBN | 1863081402 |
Web Address (URL) of Paper | http://www.promaco.com.au/2007/anzam/ |
Conference/Event | 21st Australian and New Zealand Academy of Management Conference (ANZAM 2007) |
Event Details | 21st Australian and New Zealand Academy of Management Conference (ANZAM 2007) Parent Australian and New Zealand Academy of Management Conference Delivery In person Event Date 04 to end of 07 Dec 2007 Event Location Sydney, Australia |
Abstract | [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. |
Keywords | government, not for profit marketing, electronic marketing, innovation adoption |
ANZSRC Field of Research 2020 | 440701. Communications and media policy |
350605. Marketing management (incl. strategy and customer relations) | |
359999. Other commerce, management, tourism and services not elsewhere classified | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9y950/managing-social-and-intellectual-capital-factors-affecting-the-adoption-and-provision-of-online-marketing-of-government-services
Download files
2027
total views376
total downloads2
views this month0
downloads this month