The Supply Side of Innovation Diffusion-a Uk Sme Broadband Adoption Perspective

Recent research suggests that the majority of the Small and medium sized enterprises (SMEs) ebusiness research focusses primarily on studying innovation diffusion within the SMEs themselves with limited research into the supply-side of innovation diffusion This study examines the supply side of innovation diffusion to SMEs in south east United Kingdom (UK). It aims to examine and provide an indepth view of the broadband diffusion process to SMEs in UK by exploring the views and activities of the various groups involved in the process with a particular focus on the supply side. Innovation diffusion and social construction of technology theory are applied to extend a framework with a view to address some of the issues not covered in previous literature. Our research results suggest that even though the various social groups are working towards the same goal, both sides have a very different view of what the expectations are from the supply side of innovation diffusion. We believe that our results are useful to providers looking to diffuse broadband as well as other IT innovations to SMEs.