Retailers' preparedness for the introduction of third wave (ubiquitous) computing applications

Emerald - 2011
RogerBennett1, SharmilaSavani1
1Centre for Research in Marketing, London Metropolitan Business School, London Metropolitan University, London, UK

Tóm tắt

PurposeThe purpose of this paper is to examine the state of readiness of large UK based retailing companies for the introduction of ubiquitous computing (U‐computing) retailing applications.Design/methodology/approachA questionnaire was distributed to a sampling frame of large British retailers, leading to 255 responses. The document contained items concerning, inter alia, a firm's level of preparedness, managerial attitudes towards and support for U‐computing applications, strategic fit and pre‐existing IT capacities.FindingsA third of the respondents reported the existence of a “good fit” between U‐computing retail applications and their companies' products, activities and core competencies. However, only 20 per cent of the sample appeared to be well‐prepared for the introduction of U‐computing. There was little evidence of the sample enterprises adopting strategic approaches to implementation.Research limitations/implicationsOnly a minority of the firms in the sampling frame participated in the research and the sample size was modest. Data were self‐reported and only a single country was considered. The study concerned just large businesses.Practical implicationsThe outcomes suggest a widespread “wait and see” approach towards U‐computing among the sample businesses and a distinct lack of strategic thinking regarding implementation.Originality/valueThis is the first empirical study to explore the prospective introduction to British retailing of a new technology that possesses the potential to revolutionise the operations of UK retailing firms.

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