Small firms as social formations : relationships as the unit of analysis for eBusiness adoption research

Existing research concerning the adoption of Electronic Business (eBusiness) by small firms has primarily investigated the factors influencing their adoption decisions, with firms being the unit of analysis. In addition, the research assumes that it is primarily small firm owners, employees, trading partners, eBusiness product/service providers, government and business networks which influence adoption. This paper argues that small firms can more accurately be characterised as social formations whereby family, friends and social networks most likely play a significant, often overlooked, role. On this basis the paper argues that future research should include relationships within and external to small firms as the unit of analysis, not just the firm. The paper concludes by examining whether the theories commonly used to explore small firm eBusiness adoption are suitable for relationship-based research.

Managing social and intellectual capital to inform design and development of learning objects : issues, applications and technologies

The purpose of this paper is to present and analyse a case example of the development and implementation of a digital learnmg object in context with academic literature in the field. The paper's content describes the creation of a multimedia learning object from conception in 2004 to completion m 2006. Provided is the rationale and outcome of a strategically funded University project aimed at illuminating an industrial case study of good management and communication practices for use in classrooms throughout the entire university. This paper is intended to act as a guide for others. Our experience as academics in successful dialogue With educational technologists will inspire and inform those embarking on similar projects, and aspects of it will generalise to development and implementation Issues for other kinds of learning objects.

lCT and educational (dis) advantage: families, computers and contemporary social and educational inequalities

Because access to new technologies is unequally distributed, there has been considerable debate about the growing gap between the so-called information-rich and information-poor. Such concerns have led to high-profile information technology policy initiatives in many countries. In Australia, in an attempt to 'redress the balance between the information rich and poor' by providing 'equal access to the World Wide Web' (Virtual Communities, 2002), the Australian Council of Trade Unions, Virtual Communities (a computer/software distributor) and Primus (an Internet provider) in late 1999 formed an alliance to offer relatively inexpensive computer and Internet access to union members in order to make 'technology affordable for all Australians' (Virtual Communities, 2002). In this paper, we examine four families, one of which had long-term Information and Communication Technologies (lCT) access, and three of which took advantage of the Virtual Communities offer to get home computer and Internet access for the first time. We examine their engagement with lCT and suggest that previously disadvantaged family members are not particularly advantaged by their access to lCT.

Management communication strategies determine job satisfaction in telecommuting

The aim of this article is to examine the relationships between several management communication strategies and the job satisfaction of telecommuters. A review of the literature revealed that several management communication strategies directly influence job satisfaction of telecommuters. However, this claim has not been objectively tested on Australian telecommuters. Hence, a sample of 43 telecommuters, mostly from IBM Australia, were surveyed and the results analysed using Pearson’s product-moment correlation. Eleven aspects of the strategies were found to have significant influence on the job satisfaction of telecommuters: communicating job responsibilities; goals and objectives; deadlines and job expectations; communicating freely and regularly; providing appropriate equipment; training and career development; and reviewing work and salary regularly. This article concludes that cultural, economic and social contexts may have a distinct part to play in the impact of management communication strategies on the job satisfaction of telecommuters.

Complexity of communicating social responsibility

It is recognised that organisations, consumers and businesses are increasingly more concerned with how business activities affect society. While research has explored specific types of techniques for communicating corporate social responsibility (CSR), there has not been a more general discussion of the considerations that organisations should make when determining the type of communications that should be used. This paper takes a managerial approach, discussing four broad issues associated with the communication of CSR: 1) intensity of action/positioning; 2) communicating action; 3) types of programs utilised and 4) integration issues. It is proposed that by understanding these issues organisations will be in a better position to ensure that the information is clearly communicated and understood by their various stakeholders. The benefits to be achieved will, however, be dependent on the objectives of the communication and thus it is suggested there is not one single appropriate approach to managing these issues.

Communication outside the humanities in media 'effect' research

This paper draws on the case study of a recent review of research literature on the influences (harms and benefits) on children and families of electronic media content and usage, undertaken on behalf of a Federal regulatory body (Australian Communications and Media Authority) by a multidisciplinary research team. Recent critiques of psychological studies of children and media have challenged the positivist social sciences to look outside of their own disciplinary warrants and to fully answer cultural studies critiques of ‘media effects’ research. Making connections outside the humanities in this case study involved making the rationales of communications and cultural studies methodologies available to those policy makers who normally may not consider such findings to be evidence-based or policy relevant. But it also involved providing a historical and institutional contextualization of positivist social and medical science findings, a contextualization not enabled by the underlying warrants and discourses of these disciplines. This paper focuses on those sections of the case study project concerned with psychological research on the effects of violent media and epidemiological and public health research on childhood obesity.

Research methods for media and communication

A user friendly and comprehensive introduction to media and communications research. It introduces the various qualitative and quantitative research methods commonly used in the social sciences as applied to media studies, communication, journalism, public relations and advertising. Author from Deakin University, Australia.

Designing, implementing and evaluating a social work practice skills course: a case example

Practice skills, such as communication and interviewing skills, are an integral part of every undergraduate course that aims to provide professional qualification for social workers. While there is substantial literature about the skills required to be a proficient social work practitioner, there is a dearth of literature about how to teach such skills and particularly how students experience such a course. By critically reflecting on the design, implementation and evaluation of a social work practice skills course, this article is offered as a contribution toward filling an identified gap in social work education literature. The course evaluation particularly highlights the importance of face to face interaction between students and teachers to the process of learning.

The effects of the social structure of digital networks on viral marketing performance

Viral marketing is a form of peer-to-peer communication in which individuals are encouraged to pass on promotional messages within their social networks. Conventional wisdom holds that the viral marketing process is both random and unmanageable. In this paper, we deconstruct the process and investigate the formation of the activated digital network as distinct from the underlying social network. We then consider the impact of the social structure of digital networks (random, scale free, and small world) and of the transmission behavior of individuals on campaign performance. Specifically, we identify alternative social network models to understand the mediating effects of the social structures of these models on viral marketing campaigns. Next, we analyse an actual viral marketing campaign and use the empirical data to develop and validate a computer simulation model for viral marketing. Finally, we conduct a number of simulation experiments to predict the spread of a viral message within different types of social network structures under different assumptions and scenarios. Our findings confirm that the social structure of digital networks play a critical role in the spread of a viral message. Managers seeking to optimize campaign performance should give consideration to these findings before designing and implementing viral marketing campaigns. We also demonstrate how a simulation model is used to quantify the impact of campaign management inputs and how these learnings can support managerial decision making.

Corporate social responsibility, new activism and public relations

Purpose – This paper aims to analyse why some contemporary corporate organisations are reluctant to articulate the effect of their market positioning behaviour on the unwilling communities that oppose their activities. It describes the communicative interactions between several large corporate organisations and the grassroots activist groups opposing their activities, in Victoria, Australia.

Design/methodology/approach – Extensive secondary data were collected, including extensive newspaper and radio transcripts from the campaign periods, web site downloads, letters and other campaign documents. The research design applied to the data, a qualitative, interpretative analysis, drawing on key theoretical frameworks.

Findings – The research findings suggest that powerful protest strategies, combined with the right political and social conditions, and a shift in the locus of politics and expertise, bring to light public concerns about the ethics of corporate practices, such as public relations, used egocentrically by organisations, to harmonise their activities in late modern Western society. It finds that no serious overhaul of business ethics can occur until the unity of public relations is critically scrutinised and reformed. It helps define an alternative holistic communicative approach which could be applied more widely to business practice that helps avoid the limitations and relativism of public relations.

Originality/value – The research flags new ways of thinking expressed in the notion of public communication that could lead to creative and unusual coherences vital to deal with the apparent ecological challenges for society in late modernity.

New activism and communication in Australian risk society : a case study of the Otway Ranges Environment Network

This paper overviews a case study of environmental grassroots activism in Victoria, Australia, between 1995 and 2003. The Otway Ranges Environment Network (OREN) is significant for its successful communication campaign to change forest practices and policy decision-making in the Otway Ranges, and for its intervention in a long-standing and exclusive relationship between government and the timber industry. This paper describes and analyses pivotal parts of the OREN campaign: firstly, the group's strategy to boycott paper and pulp manufacture Kimberly-Clark Australia; and secondly, its decision to participate in the West Victoria Regional Forest Agreement (RFA) process to negotiate the future of Otway forest. Informed by the empirical research and the works of social theorists Ulrich Beck and Jurgen Habermas, this paper outlines a strategic approach to communication that is effective, fair and sustainable, and that can be applied by other non-profits - especially those that operate in politically volatile environments with a grassroots agenda.

Academic staff take the lead : experimenting with social software at Deakin University

This paper reports on a two staged staff development exercise to help new academic staff to integrate Web 2.0 technologies including web-based communication and some digital technologies into their curricula. It involved professional development for the teaching staff in the first stage followed by these teachers providing professional development for the course participants. The teachers engaged in a blended community of inquiry with face-to-face sessions and online work while the professional development for the course participants included technical support, training and a peer group environment with formal allocation of time for the course, finally leading to an institutionally recognised qualification. Evaluations conducted through focus group interviews revealed that collegial networks and time were important for effective professional development. The paper reflects on the successes and limitations of the model and its potential for further development. It also highlights the importance of providing professional development in a safe environment for academics to adopt technologies for teaching and learning.

Social entrepreneurship and experiential learning

Social entrepreneurship is a growing, but currently ill-defined area of innovation and business development. It is about accountability not just to commercial imperatives but to the wide range of stakeholders in a social enterprise, potentially an area of great tension. Social responsibility is about a commitment to society, entrepreneurship is usually understood to provide a business outlook on the enterprise – it needs to be sustainable commercially.

To educate the modern or millennial learner (born after about 1980 and grappling with burgeoning youth needs for creative employment development) into developing a small to medium enterprise with a social responsibility, modern postgraduate coursework programs have looked closely at experiential learning. This provides a performative learning through transforming theory into applied situations. The workplace based projects used for the postgraduate programs are effective immersive learning. This paper will include a case study of two postgraduate coursework units New Ventures in Creative Enterprise, and Building Creative Teams, part of a Masters in Communication/Creative Enterprise. These provide experiential learning about strategic planning for startup creative businesses, and work-based projects which build on interpersonal skills for ongoing success.

Policy in the knowledge economy social network : a social capital redux

Purpose – The purpose of this paper is to suggest how enabling policy should be focused in a knowledge economy by developing the concept of a knowledge economy social network (KESN).

Design/methodology/approach – The paper employs an interdisciplinary approach in developing the KESN by drawing on concepts and methodology from economics, political science and social network theory.

Findings – The KESN's social capital is defined. As such, maintaining accountability, increasing cohesion and connections among knowledge actors are suggested as relevant guidelines for policy in the KESN.

Research limitations/implications – The knowledge economy should ideally be seen as having unique needs compared to the traditional economy in devising policy.

Practical implications – The paper suggests using the KESN as a basis for devising policy for a knowledge economy.

Originality/value – The paper uses an interdisciplinary approach to studying the knowledge economy and introduces the KESN.

Exchange as a determinant in corporate citizenship : exploratory action research into the social construction of corporate citizenship

This study attempts to achieve two things. Firstly it contextualizes corporate citizenship drawing on scholarly, government, media, legal and business discourses which when viewed as a whole, reveals the importance of exchange as a central determinant in how all the major themes or subfields of corporate citizenship function and subsequently become valued within public discourse. Secondly, it reports on exploratory action research where I as a researcher occupied a central role in understanding and contributing towards how organizational settings socially construct and evolve corporate citizenship in real time through various exchange behaviour, drawing from four years field research within BP and its interactions with the external world. This research contributes to new knowledge by building a rare contextual understanding into how cultural change evolves over time within an organization, from its public face, through policy, down into employee and stakeholder reactions, including identifying the crucial role played by Cultural bridges’ in shifting entrenched organizational culture towards embracing new, more sustainable ways of doing business, and additionally how practitioners can legitimately act as a researcher in facilitating this process by assisting an organization to move from simple, transactional relationships to more sustainable integrated social, financial and environmental exchange between business and its broader context. Importantly, this research develops entirely new theoretical models for understanding the social application and commercial value of corporate citizenship to both business and society.