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

Paper


Mills, Michael K.. 2007. "Managing social and intellectual capital: factors affecting the adoption and provision of online marketing of government services." Chapman, Ross (ed.) 21st Australian and New Zealand Academy of Management Conference (ANZAM 2007). Sydney, Australia 04 - 07 Dec 2007 Australia.
Paper/Presentation Title

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

Presentation TypePaper
Authors
AuthorMills, Michael K.
EditorsChapman, Ross
Journal or Proceedings TitleProceedings of the 21st Australian and New Zealand Academy of Management Conference ( ANZAM 2007)
Number of Pages18
Year2007
Place of PublicationAustralia
ISBN1863081402
Web Address (URL) of Paperhttp://www.promaco.com.au/2007/anzam/
Conference/Event21st 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.

Keywordsgovernment, not for profit marketing, electronic marketing, innovation adoption
ANZSRC Field of Research 2020440701. 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 AffiliationsSchool of Management and Marketing
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