This research suggests that to model the complex dynamics of the organisational change in a firm evolving as it implements internet technologies requires capturing diverse independent and interdependent processes across multiple temporal and spatial context both within and external to the firm. This presents both an ontological and epistemological challenge as dominant research methods are either atemporal in nature and attribute action to disembodied variables or are simply storytelling. To provide explanatory legitimacy requires going deeper to capture the action of actors 'acting' within multiple levels of context and to pinpoint deeper 'rock-bottom' causal mechanisms that drive the higher order processes that give rise to the 'organisational life' we observe. To accomplish explanatory legitimacy I develop an analytical method that makes processuality fundamental and allows for the examination and theorising about mechanisms. The first essential element of this method is a framework that guides the researcher in the systematic gathering together of what we already know from the multidisciplinary and eclectic research in e-business, and in the intensive work of gathering empirical evidence. I apply a new methodology I call narrative sequence analysis, that combines process tracing and sequence analyses to make processes intelligible and help illustrate how mechanisms drive these processes. I use this method to develop an explanatory account of the process of e-business development covering three episodes of change within the Commonwealth Bank of Australia from 1995 to 2006. The research finds that the firm evolves over time as it develops new capabilities and identifies and pursues development opportunities by assembling and committing resources to e-business though both technology development and business application. It draws on past experience and gradually learns to develop, integrate and implement technology into existing business operations, discovers new innovative opportunities in which to apply the technology or is drawn into new areas by others who identify opportunities in which to apply the firm's knowledge, resources and technology. The path to development depends on the firms starting position and the timing of the sequence of events encountered along the way. It is a coevolutionary process where the firm interacts, cooperates, adapts and responds to the actions and interactions of other actors, balanced by the uncertainty of e-business and business operation risk.
| Identifer | oai:union.ndltd.org:ADTP/230409 |
| Date | January 2009 |
| Creators | Buttriss, Gary John, Marketing, Australian School of Business, UNSW |
| Publisher | Publisher:University of New South Wales. Marketing |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | http://unsworks.unsw.edu.au/copyright, http://unsworks.unsw.edu.au/copyright |
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