Abstract

A case study is discussed which shows the steps a beef producer group is taking towards electronic commerce. The group intends to use electronic communication for group interaction, feedback in the supply chain, and marketing. The case study is interpreted in terms of Rogers' (1983, 1995) theory of diffusion of innovations. Electronic commerce is seen as an innovation which is perceived as having relative advantage, is compatible with the group's past experience, and is trialable. It's adoption, however, is extremely complex, especially for people in rural areas and requires time which can be ill-afforded. The group is, however, progressing well in making use of electronic communication. This progress has been enabled by technical support on an individual basis and by attention to the communication process. The question remains as to whether the process followed can be generalized to other groups.