Title: Implications of an internet startup entering in a market with low level of technological adoption: case study

Authors: Harsha Desai; Kiran Desai; Moreno S. Francisco

Addresses: The Sellinger School, Loyola University Maryland, 4500 N. Charles Street, Baltimore, Maryland 21210, USA. ' Department of Management and Marketing, School of Business, McNeese State University, Lake Charles, Louisiana 70609, USA. ' Burgos 268, Suite 1, Las Condes, Santiago, Chile

Abstract: Recent writers on innovation diffusion and adoption describe why some technologies are successful while others fail. The successful technologies have been unique, exclusive and compatible with the values of the users. Users also seem to find these technologies beneficial. Furthermore, the key to successful adoption has also been the development of |rational relationships| between the technology introducers and users of these technologies. We explore the prerequisites for successful technology diffusion and its subsequent adoption in Chile. The case shows how an internet startup faced a market that was not ready to adopt its service, from a technological perspective, and the challenges this created for its market entry strategy.

Keywords: technology diffusion; technology adoption; B2B; business-to-business; Chile; internet; world wide web; business start-ups; market entry; user values; rational relationships; technology introducers; technology users; technological perspectives; ChileDepot; sustained competitive advantage; global markets; business excellence.

DOI: 10.1504/IJBEX.2012.044575

International Journal of Business Excellence, 2012 Vol.5 No.1/2, pp.101 - 115

Available online: 29 Dec 2011 *

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