Developing intraorganizational electronic commerce strategy: an ethnographic study

This paper presents an argument for qualitative research and the use of ethnography in information systems (IS) research using a detailed investigation of the types of strategies used in implementing electronic commerce in a corporate finance institution. The paper describes how these strategies were developed and why and models those responses. This paper confirms other studies which argue that certain key elements must be in place to ensure the successful implementation of information technology (IT) or electronic commerce. However, this research has highlighted the fact that there are important influential issues operating at another level within the organization studied. Politics and the power of vested interest groups within an organization and managerial misunderstanding about what electronic commerce is created unrealistic expectations of the innovation by management.