Adoption of supply chain management-enabling technologies in SMEs: the view from the top vs. the view from the middle

This paper uses data from two separate surveys conducted within Australian SMEs in the Fast Moving Consumer Goods sector. The perceptions of two groups – Senior Managers (CEOs, Managing Directors, General Managers) and Functional Managers (Marketing, Operations, Logistics, Financial Controller, etc.) – are compared in relation to the benefits accruing from the use of Business-to-Business (B2B) enabling technologies for the management of supply chains. The evidence from this research indicates that there are significant differences in perception of contribution to performance, understanding and knowledge of the implications and potential of B2B e-commerce technologies between these two groups. Compared with managers of functional areas, senior managers are found to be more negative about their contribution to business outcomes, and they generally display a lower level of understanding of their potential and of the implications of adoption. The implications of the research are important for the theory of innovation adoption and diffusion, as in this case, the extent of adoption appears to be influenced by this gap in perceptions. As such, the characteristics of the innovation and of the two separate groups in organisations, which will have some role to play in the adoption decision, are being influenced by another important dimension – the strategic implications of the innovation. The observation of this interaction provides some insight into the dynamics of adoption of technology-related innovations in SMEs.