Impact of corporate orientation on information technology adoption in the united states forest products industry

According to the study, management has a unique role to play in the successful adoption of the Internet in the FPI. Management support by understanding the tasks performed by users and providing clear implementation goals and business strategies would generate a high level of user buy-in towards the successful adoption of the Internet. The majority of respondents in the study were found to be production-oriented even though most of them claimed to produce to meet customer needs which is a quality of marketing orientation. It appears that respondents have the desire to be high in marketing-oriented, given the dynamic market environment. However, they are still set in their traditional ways of production orientation. This provides research opportunities to investigate how the forest products industry can successfully migrate from its traditional production orientation into marketing orientation in the face of keen competition and changing market dynamics.

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Journal of Advertising Research, 28(6): 11-18. 105 APPENDIX HOW THE FOREST PRODUCTS INDUSTRY USES THE INTERNET This survey is designed to collect information about how the forest products industry uses the Internet for conducting business. By completing this survey, you will receive competitive information about the impact of the Internet on your industry. A complementary copy of the survey results will be sent to you as a token of our appreciation for completing the survey. The survey is confidential and only summary information will be reported in the study results. The number at the top of this survey is an identifier only that allows for tracking of completed surveys, ensuring that you do not receive subsequent surveys or phone calls. When you have completed the survey, please place it in the postage paid envelope and return it. Thank you. Kofi Poku, Doctoral Candidate Forest Products Marketing Louisiana State University Section I – Business Profile 1. Which of the following categories best describes your company? (Please check only one option). 1. Manufacturer 2. Distributor or wholesaler 3. Both 2. On the following map of the United States, please indicate the region where your company’s corporate headquarter is located by placing an “X” in the appropriate box. 3. Please estimate your company’s total 2001 sales revenue in U.S. dollars. (Please circle only one option). 1. Less than $100 Million 4. $501-750 Million 2. $100-250 Million 5. $751 million-$1 Billion 3. $251-500 Million 6. Greater than $1 Billion 106 4. Please indicate the total number of people that are currently employed in your company. (Circle only one option). 1. Less than 50 employees 4. 251-500 employees 6. 1,001-2,500 employees 2. 51-100 employees 5. 501-1,000 employees 7. Over 2,500 employees 3. 101-250 employees 5. What are the top 5 products your company sold (by revenue) in 2001? _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ 1. Companies often serve the market by either producing to meet customer needs or by producing at low cost to serve the market. If you had to choose, of the two choices below which best characterizes your company. (Choose one). 1. Produces to meet customer needs 2. Produces at low cost to serve the market 2. On a scale from 1 to 5 (1-strongly disagree, 5-strongly agree), please rate your level of agreement with the following propositions of about your company focus in conducting business. My Company: Strongly Somewhat Strongly disagree agree agree Produces what our customers need 1 2 3 4 5 Sells to customers what our company can produce 1 2 3 4 5 Uses marketing research to determine customer needs 1 2 3 4 5 Uses marketing research to determine customer satisfaction 1 2 3 4 5 Engages in innovation with a focus on locating new market opportunities 1 2 3 4 5 Engages in innovation with a focus on cost cutting 1 2 3 4 5 Considers customer credit as a necessary service 1 2 3 4 5 Considers packaging only as protection for the product 1 2 3 4 5 Considers packaging as a selling tool 1 2 3 4 5 Sets inventory levels primarily based on customer Requirements 1 2 3 4 5 Sets inventory levels primarily based on production requirements 1 2 3 4 5 Focuses advertisements on the benefits of production and services 1 2 3 4 5 Focuses advertisements on product features and quality 1 2 3 4 5 3. Does your company conduct marketing research? 1. Yes 2. No Section II. Your Company 107 4. Flexibility is the ability to be open to change and supportive of continuous improvements. How do you consider the level of flexibility of your company? 1. Very inflexible 4. Very flexible 2. Somewhat inflexible 5. I don’t know 3. Somewhat flexible 1. Internet is defined as a network of computer networks. Has your company adopted any Internet -based technologies? (Please circle one option). 1 Yes (continue to question #2). 2. No If NO, please give reasons and put questionnaire in postage paid envelope and mail it back. _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ 2. If your answer is yes from question #1 above, when did your company first adopt the use of the Internet? 1. 2002 3. 2000 5. 1998 7. 1996 2. 2001 4. 1999 6. 1997 8. Before 1996 3. What types of Internet-based applications has your company adopted? (Please circle all that apply). 1. Buying 7. Home page 2. Selling 8. Electronic Data Interchange (EDI) 3. Database management 9. Enterprise Resource Planning (ERP) 4. E-mail 10. Intranet 5. Customer relationship management 13. Extranet 6. Other, please list: ______________________________________________________________ 4. Taking everything into account, how important is the Internet in conducting business in your company? 1 Very unimportant 4. Very important 2. Somewhat unimportant 5. I don’t know 3. Somewhat important 5. What is the level of cooperation among co-workers to solve problems that arise from the use of the Internet in your company? 1. Very Low 3. Somewhat high 5. I don’t know 2. Somewhat low 4. Very high Section III. Internet Adoption 108 6. The use of the Internet offers a range of benefits. On a scale from 1 to 5 (1-strongly disagree, 5-strongly agree), please rate your level of agreement with the following benefits from the use of the Internet. The use of the Internet in my company: Strongly Somewhat Strongly disagree agree agree Saves my company money 1 2 3 4 5 Is important for market research 1 2 3 4 5 Is important for decision making 1 2 3 4 5 Is helpful in coordinating efforts among several departments 1 2 3 4 5 Has increased interaction among departments 1 2 3 4 5 Has changed the nature of the competition between companies 1 2 3 4 5 Has been easy to adopt because of the high level of Technical skills of the IT personnel within my company 1 2 3 4 5 Has been easy to adopt because of the compatibility it has with existing computer systems 1 2 3 4 5 Has met our expectations 1 2 3 4 5 was adopted as a result of management pressure 1 2 3 4 5 7. How often do employees in your company attend company-sanctioned training/information sessions that help in the adoption of the use of the Internet in your company? 1. Never 2. Sometimes 3. As often as possible 4. Always 8. How satisfied are you with the initiative shown by employees in helping with the adoption process of the Internet in your company? 1. Very dissatisfied 4. Very satisfied 2. Somewhat dissatisfied 5. I don’t know 3. Somewhat satisfied 9. On a scale from 1 to 5 (1-strongly disagree, 5-strongly agree), please indicate your level of agreement concerning employee participation in the adoption of the use of the Internet in your company. Strongly Somewhat Strongly Disagree agree agree Employees play active part in decisions made concerning the adoption of the Internet 1 2 3 4 5 There were clear, planned, goals and objectives for employees about the adoption of the Internet 1 2 3 4 5 Employees make constructive suggestions about how to improve the adoption of the use of the Internet 1 2 3 4 5 There is a definite lack of leadership support in the adopt of the Internet 1 2 3 4 5 Employees have generally, very little loyalty to the company’s Internet initiatives 1 2 3 4 5 In general, employees have strong interest in the adoption of the use of the Internet 1 2 3 4 5 Co-workers put in a lot of effort to promote Internet adoption 1 2 3 4 5 109 10. How important is it for you to use the Internet in performing your job? (Please circle one). 1. Very unimportant 4. Important 2. Somewhat unimportant 5. I don’t know 3. Somewhat important 11. Are you generally comfortable using the Internet? (Please circle one). 1. Yes 2. No 12. On a scale from 1 to 5 (1-strongly disagree, 5-strongly agree), please indicate your level of agreement concerning the ease of use of the Internet in conducting business in your company. Strongly Somewhat Strongly Disagree agree agree It is easy for me to find ways to perform my job using the Internet 1 2 3 4 5 The Internet has made my job easier 1 2 3 4 5 Technical support provided by my company makes it easy for me to use the Internet in performing my job 1 2 3 4 5 Technical support provided from outside my company makes the use of the Internet easy for me in performing my job 1 2 3 4 5 I have a clear understanding of how the Internet can help me to perform my job better 1 2 3 4 5 I enjoy using the Internet in performing my job 1 2 3 4 5 Internet use for job performance is required in my company 1 2 3 4 5 13. Does your company provide Internet training? 1. Yes (Continue to question # 14 ) 2. No (Continue to question # 16) 14. If your answer is “Yes” in question #13 above, who provided the training? 1. My company 2. Training was outsourced 3. I don’t know 15. If your answer is “Yes” in question #13 above, how adequate has the training improved your job performance? 1. Very inadequate 4. Very adequate 2. Somewhat inadequate 5. I don’t know 3. Somewhat adequate 16. How valuable is the use of the Internet to you in increasing your job performance. (Circle one option). 1. Not very valuable 4. Very valuable 2. Somewhat not valuable 5. I don’t know 3. Somewhat valuable 17. How would you classify management support of employees using the Internet in your company? (Please circle one option). 1. Very unsupportive 3. Somewhat supportive 5. I don’t know 2. Somewhat unsupportive 4. Very supportive 110 18. Relative to your competitors, what stage is your company in with regard to its adoption of the Internet for doing business? (Please circle one). 1. Potential (i.e., yet to adopt) 3. Later than most competitors 2. We were one of the first 4. Last in the industry 19. On a scale from 1 to 5 (1-strongly disagree, 5-strongly agree), please indicate your level of agreement concerning the usefulness of the Internet in your company. Strongly Somewhat Strongly disagree agree agree My company’s Internet technologies are superior to that of our competitors 1 2 3 4 5 The use of the Internet conforms to the beliefs and practices of doing business in our company 1 2 3 4 5 Technical support provided by my company makes the Internet valuable for me in performing my job 1 2 3 4 5 Technical support provided from outside my company makes the Internet valuable for me in performing my job 1 2 3 4 5 The information I obtain from the use of the Internet is powerful (persuasive, useful, and helpful) for me in getting my job done 1 2 3 4 5 My productivity is increased by using the Internet in performing my job 1 2 3 4 5 Using the Internet in performing my job increases my working relationship with co-workers 1 2 3 4 5 My job quality is increased by using the Internet 1 2 3 4 5 I gain greater control over my work when I use the Internet to perform my job 1 2 3 4 5 20. How do you find the usefulness of the Internet in doing business in your company? (Please circle one). 1. Totally useless 4. Very useful 2. Somewhat useless 5. I don’t know 3. Somewhat useful 21. How adequately skilled are you in using the Internet in performing your job? (Please circle one). 1. Very inadequate 4. Very adequate 2. Somewhat inadequate 5. I don’t know 3. Somewhat adequate 22. Do you consider the adoption of the Internet to be sufficient in meeting your needs in performing your job? (Please circle one). 1. Yes 2. No 3. I don’t know 4. Not applicable 23. Which of the following implementation process factors do you consider to positively influence the successful adoption of the Internet in your company? (Please circle all that apply). 1. User involvement 4. Development of trust in using technology 2. User-training 3. Management support 111 24. Do you consider yourself to have adequate knowledge about the reason(s) behind the adoption of the Internet in your company? (Please circle one). 1. Yes 2. No 3. Not applicable 25. How do you consider the level of funding for Internet technologies in your company? (Please circle one). 1. Severely inadequately funded 4. Very adequately funded 2. Somewhat inadequately funded 5. I don’t know 3. Somewhat adequately funded 26. On a scale from 1 to 5 (1-does not influence at all, 5-influence greatly), please indicate the level of influence of the following personalities on Internet adoption in your company. Does not Influences Influences Influence at moderately greatly all Top management 1 2 3 4 5 Desirable Supervisor 1 2 3 4 5 Co-workers 1 2 3 4 5 27. Did you get the opportunity to use the Internet on a trial basis in your company, long enough to see what it could do before full-scale implementation? 1. Yes 2. No 3. Not applicable 28. Do you think the support of management is necessary for the successful adoption of the Internet in your company? 1. Yes 2. No 3. I don’t know 29. Were the implementation goals for adopting the Internet in your company clear to you prior to adoption? 1. Yes 2. No 3. I don’t know 30. To what extent do you think employees of your company have been involved in the adoption process of the Internet in your company? 1. Not involved at all 4. Very involved 2. Somewhat not Involved 5. I don’t know 3. Somewhat involved 31. How would you consider the level of training in your company towards adoption of the Internet? (Please circle one). 1. Very inadequate 4. Very adequate 2. Somewhat inadequate 5. I don’t know 3. Somewhat adequate 112 32. In general, how would you consider the level of management’s understanding of the tasks performed by employees in your company? 1. Woefully inadequate 4. Very adequate 2. Somewhat inadequate 5. I don’t know 3. Somewhat adequate 33. Would you consider your company to have a clear-cut business strategy towards the adoption of the Internet? 1. Yes 2. No 3. I don’t know 34. What importance will employee acceptance play in the successful adoption of the Internet in your company. 1. Very unimportant 4. Very important 2. Somewhat unimportant 5. I don’t know 3. Somewhat important 35. The following are post-implementation performance factors relevant to the successful adoption of the Internet. Please rank them in order of importance (1-most important, 7-least important). How you think they would impact the adoption of the Internet in your company. ___Functioning with existing transaction procedures ___Linkage to company strategies ___User participation ___Responsiveness to new technology requirements ___IT staff quality ___Reliability of Internet services ___Responsiveness to end-user needs Please use the following space below for any additional comments you have about corporate culture and Internet adoption. _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ Thank you for your time!! If you have any further question about this survey, please contact: Kofi Poku, Doctoral Candidate, Forest Products Marketing 227 Renewable Natural Resources Building; Phone: (225)578-4133; Fax: (225)578-4251; E-mail: kpoku1@lsu.edu Louisiana Forest Products Laboratory School of Renewable Natural Resources Louisiana State University Baton Rouge, LA 70803 Please return this survey by placing it in the postage paid envelope and dropping it in the nearest mailbox. Your response has ensured that this study will be a success. Thank you for your cooperation and your time in completing this survey 113 VITA The author was born on May 5, 1964, in Ghana. He received a degree of Bachelor of Science in natural resources management from Kwame Nkrumah University of Science and Technology in 1989, and pursued a graduate diploma in industrial management from the same university in 1992. He started graduate school at Lakehead University in Thunder Bay, Canada, in 1996, and continued in the United States in 1998 at Louisiana State University and Agricultural and Mechanical College (LSU). He earned a degree of Master of Science in forestry in 1999 with a concentration in forest products marketing. He also earned a degree of Master of Business Administration in 2002, with a concentration in management and internal auditing from LSU. He will be earning the degree of Doctor of Philosophy in forestry in 2003 with a concentration in forest products marketing and industry development from LSU.

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