E-Transformation of Austrian SMEs: A Concept that Fits the Reality

This chapter highlights the differences that exist between the e-commerce (EC) perspective of SMEs and the EC perspective from the researchers’ point of view. First the main aspects of SME EC found in a literature review are pointed out and then the results of a SME survey are presented. The findings of this survey, conducted with Austrian SMEs in the automotive industry sector, show for example that EC adoption is slower than expected. Consequently, we introduce a concept that was developed to minimize the identified gap between the two EC perspectives, by connecting university research and regional SME networks more efficiently. This action research-based approach enables SMEs to evaluate the impact of EC on their business model. This chapter appears in the book, Electronic Commerce in Small to Medium-Sized Enterprises: Frameworks, Issues and Implications, edited by Nabeel A.Y. Al-Qirim. Copyright © 2004, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. 701 E. Chocolate Avenue, Suite 200, Hershey PA 17033-1240, USA Tel: 717/533-8845; Fax 717/533-8661; URL-http://www.idea-group.com IDEA GROUP PUBLISHING E-Transformation of Austrian SMEs: A Concept that Fits the Reality 217 Copyright © 2004, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Introduction Researchers and academic professionals often attempt to give helpful suggestions and useful guidance regarding the advantages of e-commerce (EC) for small to medium-sized enterprises (SMEs) with their research. This e-transformation of SMEs in Austria is also the main aim of the publicly founded evolaris eBusiness Competence Center, a research institution involving various university departments from different disciplines. Through one-and-a-half years of SME research at evolaris, it was found that one of the main factors inhibiting the essential transformation of SMEs towards e-SMEs is a dissimilarity in the understanding of e-commerce (EC) by researchers and the SMEs themselves. This chapter highlights the differences between the EC perspective of SMEs and the EC perspective from the researchers’ point of view. Therefore, first these two perspectives—the perspective about SME EC that exists in the literature and the EC perspective that exists in Austrian SMEs—are presented. The main aspects of SME EC found in a literature review are pointed out, as well as the findings of a survey that was conducted with Austrian SMEs in the automotive industry sector, which represent the viewpoint of Austrian SMEs on EC. Consequently, we introduce a concept that we identified as suitable to minimize the identified gap between the two EC perspectives, by connecting university research and regional SME networks more efficiently. The concept is based on a hybrid method approach combining grounded action research (Baskerville, 1999) and other research techniques, such as statistical analysis, semi-structured interviews, and document analysis. Its main characteristic is the direct involvement of the researcher and the SMEs in order to produce a result that is satisfying for both parties.