Technology Analysis & Strategic Management

The paper by our marketing professor Michael Fretschner examines the adoption propensity of Software-as-a-Service (SaaS) as a current technological innovation with great relevance for small and medium-sized enterprises (SMEs).

The authors develop an extended SaaS adoption model that integrates strategic orientations of directors/CEOs as antecedents of key adoption factors. Following theoretical arguments on the interplay between IT and corporate strategy, the authors derive the hypothesis that CEOs' SaaS adoption propensity depends on the extent to which their perceived beliefs about SaaS align with their respective implemented strategic orientation. The central idea here is that CEOs of SMEs play the dominant role in the interplay between IT and strategy, as they make the fundamental decisions in the area of corporate strategy as well as in the area of IT. The authors provide the first evidence of the influence of CEOs' basic strategic orientation on the extended SaaS adoption propensity in SMEs.
Co-authors are Prof. Dr. Thomas Clauß, holder of the WIFU Endowed Chair for Corporate Entrepreneurship and Digitization in Family Businesses at the University of Witten/Herdecke, Tobias Hagenau, Co-Founder / CMO at HQLabs and Prof. Dr. Christian Lüthje, Chairman of the Institute for Innovation Marketing at the Technical University of Hamburg (TUHH).
Michael Fretschner, Thomas Clauss, Tobias Hagenau & Christian Lüthje (2021). CEOs' search for alignment: the impact of strategic orientations on an extended adoption of Software-as-a-Service in SMEs, Technology Analysis & Strategic Management, DOI: 10.1080/09537325.2021.1915477

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