Are Marketers Prepared for the Implementation of Radio Frequency Identification (RFID)?

6 Pages Posted: 22 Nov 2006

See all articles by Corinne Armstrong

Corinne Armstrong

Trinity College (Dublin) - School of Business Studies

Mairead Brady

Trinity College Dublin - The University of Dublin; Trinity College Dublin - School of Business; University of Dublin - School of Business Studies

Martin R. Fellenz

Trinity College Dublin - School of Business

Heidi Winklhofer

University of Nottingham

Date Written: September 2006

Abstract

In a recent study Ireland ranked as the second most sophisticated country after Sweden in terms of its use of information and communications (ICT) in business (Booz, Allen Hamilton, 2004). This paper reports on a study investigating the readiness of Irish companies for the adoption of innovative technologies. Specifically, it focuses on the preparedness of Irish retail firms to adopt Radio Frequency Identification Devices (RFID). Data from the conducted case studies indicate a marked lack of readiness of these firms to adopt a novel ICT technology that may have transformational potential for their business (see Ferguson, 2002). We discuss reasons for this state of affairs and consider marketing and organisational implications for firms that attempt to adopt innovative ICT technologies. We conclude with suggestions for further research into the implementation challenges of RFID and similar novel technologies.

Keywords: RFID, Marketing, Readiness, Information and Communication Technology

JEL Classification: M31

Suggested Citation

Armstrong, Corinne and Brady, Mairead and Fellenz, Martin R. and Winklhofer, Heidi, Are Marketers Prepared for the Implementation of Radio Frequency Identification (RFID)? (September 2006). Available at SSRN: https://ssrn.com/abstract=946355 or http://dx.doi.org/10.2139/ssrn.946355

Corinne Armstrong

Trinity College (Dublin) - School of Business Studies ( email )

AAP College Green
Dublin 2
Ireland

Mairead Brady (Contact Author)

Trinity College Dublin - The University of Dublin ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Trinity College Dublin - School of Business ( email )

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

University of Dublin - School of Business Studies ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Martin R. Fellenz

Trinity College Dublin - School of Business ( email )

College Green
Dublin 2
Ireland

Heidi Winklhofer

University of Nottingham ( email )

University Park
Nottingham, NG8 1BB
United Kingdom

Register to save articles to
your library

Register

Paper statistics

Downloads
151
Abstract Views
1,276
rank
196,119
PlumX Metrics