Intraorganizational information and communication technology diffusion: Implications for industrial sellers and buyers

Information and communication technologies (ICTs) like CRM, ERP and Intranet are considered important for creating competitive advantage. Despite their rapid deployment rates, only a few studies mainly from the information technology (IT) and engineering literature have been devoted in uncovering the factors that influence the diffusion of new information technologies within an organization. Similarly, empirical studies regarding the impact of ICT diffusion on organizations are strikingly limited. In an attempt to fill this research void, the present study examines the implementation of ICT tools within marketing-related and non-marketing-related functions. By testing a number of hypotheses using structural equation modeling, the authors conclude that the antecedents and consequences of ICT diffusion in these functions vary. Their findings provide the foundation for a more thorough examination of both intraorganizational diffusion of ICT tools as well as their impact on organizations.