The full text of this article


'Last orders' at the rural 'cyber pub': a failure of 'social learning'?
by Ian McLoughlin, David Preece
International Journal of Technology Management (IJTM), Vol. 51, No. 1, 2010


Abstract: An initiative to stimulate innovation by putting rural public houses 'online' as one element of making the pub, 'the hub' of service delivery in UK rural communities is explored. Research findings are presented which show that the initiative did not develop as intended and ultimately – even in pilot form – became difficult to sustain. This abortive attempt to appropriate computer and internet technology is explained as a failure of social learning. In particular, whilst aiming with some success to assist in the configuration of the technology to the specific context and setting of the rural pub, the initiative failed to focus on developing the means and mechanisms that might have supported the development of a stronger learning culture. This could have provided the basis for the kind of social innovation required to develop and sustain a model of the rural 'cyber pub' that might then have been more widely appropriable.

Online publication date: Sun, 09-May-2010


is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Management (IJTM):
Login with your Inderscience username and password:


    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email