Hoffman, Joyce McKinney; PhD
THE UNIVERSITY OF MEMPHIS, 1997
BUSINESS ADMINISTRATION, MANAGEMENT (0454)
This study of innovative strategy diffusion focuses on Efficient Consumers Response
(ECR) as
experienced by the manufacturing sector of the distribution channel within the
grocery industry. The
research is exploratory in its search for explanatory variables of the rationale
employed by an organization
in the adoption diffusion process. The study is concerned with relationships
within decision rationale and
subsequent implementation activities due to the decision rationale. Rationalistic
view points as well as
inter-organizational influences of decision-making are considered. The rationalistic
viewpoint is strategic
choice, a process by the decision coalition of an organization that is voluntary
in choice and based on the
effectiveness and efficiencies of obtaining the organizational goals. The inter-organizational
influence
perspective suggests that decisions are based on environmental factors both
internal and external to the
organization including size, structure, political economy, competitor actions,
and uncertainty of demand.
Inter-organizational influences are related to coercive forces as well as normative
pressures. The
research has the following objectives; to determine the unique characteristics
of the manufacturing
sector in its adoption decisions, to explore the theoretically founded and practitioner
supported variables
explaining the variance of adoption and the subsequent level of infusion, and
to explore additional
information specific to ECR and the Grocery Industry. A multiple case study
methodology is used and the
analysis of the results follows exegetical techniques of hermeneutic phenomenology.
The conclusions
of the findings re-emphasized innovation adoption theories and provides insight
into organizational
theories of strategic choice rationale and environmental influences. The results
were dichotomous with
the appearance of both extremes, strategic choice rationale and inter-organizational
influence rationale.
In addition, the findings suggest that there are different sets of influencing
variables for each
manufacturer and some organizations adopt ECR for proactive reasons while others
are strictly reactive in
their adoption decisions and implementation. There is no question but that ECR
is a relatively new
phenomenon and the entire Grocery Industry is well imbedded in the learning
curve process.
Social
Systems Simulation Group
P.O. Box 6904 San Diego, CA 92166-0904 Roland Werner, Principal Phone/FAX (619) 660-1603 |