Daniel, Elizabeth and Wilson, Hugh N.
|DOI (Digital Object Identifier) Link:||http://doi.org/10.1108/03090560410518594|
|Google Scholar:||Look up in Google Scholar|
Planning tools originating from logical rational models of strategy formation still have their place in e-commerce, albeit complemented with elements of incrementalism and vision. Tools for prioritisation specifically, though, are unvalidated in this sphere. Action research would seem to be well suited to turbulent environments such as e-commerce, due to its immediacy of outcome, its future orientation, its respect for practitioners as co-producers of knowledge and its cyclical process. An action research study is described which modifies the directional policy matrix (DPM) to take account of competition between business models, not just between individual organisations. Conclusions are drawn on the wider applicability of the matrix, the role of strategy tools in situations of uncertainty, and the role of action research in reducing the gap between theory and practice.
|Item Type:||Journal Article|
|Copyright Holders:||2004 Emerald Group Publishing Limited|
|Extra Information:||Special Issue: Action research in marketing|
|Keywords:||action learning; e-commerce; predictive techniques|
|Academic Unit/Department:||Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
|Depositing User:||Users 9047 not found.|
|Date Deposited:||29 Apr 2009 10:48|
|Last Modified:||02 Aug 2016 13:25|
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