Barriers and drivers for the adoption of new digital media: An explorative analysis

Sebastiano Giovanni Spagnoletti Zeuli

Student thesis: Master thesis


New digital media represent the most important business revolution of our times. More and more companies fully understand their potentialities and start to evaluate their adoption. Freeprint A.p.S. was a company which tried to exploit such an opportunity. This case, though, highlights that there is not a smooth integration of the new digital media in the companies' frame. Whereupon, significant barriers to adoption are still present. The study aims at understanding the factors that either drive or impair the adoption of new digital media among businesses. The literature points out three areas that could affect the adoption: the intrinsic characteristics of the innovation, the organizational predisposition, and the environmental forces. These forces have been empirically tested in the current study. An explorative qualitative analysis is used. These forces have been assessed in both the attitude and the behavior steps of the adoption process. Evidence of diversity between the two moments pour out from the two analysis. This is noticeable especially in the intrinsic characteristics evaluation of innovation. The organizational input and the environmental influence, instead, affect in a broader sense the adoption process, impacting equally on the two moments. A brief consideration on the Danish - Italian differences is also provided.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2011
Number of pages173