An Organizational Change Perspective of SMEs Web Presence Evolving Strategies

Firms are constantly evolving their Web presence. The premise of this study is that monitoring the behaviour of Web sites gives insights into the actual evolving strategies and motivations behind Internet investments in organizations. A variety of models have been utilized to study the progression of adoption of Internet technologies from different perspectives (e.g. Stages of Growth models). However, from the organizational change perspective there is little research to explain why and how organizations continually evolve their Web presence. Therefore, the aim of this paper is to present a framework to characterize and model the evolution of the Web presence of small and medium-sized enterprises (SMEs) in the UK and undertake its preliminary validation by monitoring the evolution of a sample of Web sites. A total of 185 Web sites from SMEs were collected and monitored over an 18month period in order to study the process and content of their change. In addition, 25 telephone interviews were undertaken to ascertain the drivers of the change and complement the previous quantitative observations.