1. 1
Competence Center for Mobile Business,
Prof. Dr. Andrea Back, Christian Ruf
Adoption of Online Videos in Organizations
A Multi-Case Comparison
http://alfabravo.com/wp-content/uploads/videowall_low.jpg

2. 2
Motivation and Research Question.01
Theory and Methodology.02
Results.03
Discussion.04
Q&A.05
Content

3. 3
Motivation and Research Question:
Adoption of Online Videos in
Organizations
01
http://www.bubblews.com/assets/images/news/857715648_1365688039.jpg

4. 4
Video is a Superior Communication Instrument
http://thenounproject.com/, Rosensteel (2013)
Face
Motion
Body
Language
Voice

5. 5
Video is a Superior Communication Instrument
http://thenounproject.com/, http://www.youtube.com/watch?v=LJj725XrHzs

6. 6
“Current state of TV viewing is flat while online video
consumption is growing constantly.”
This is a known fact!
TV vs. Online Video Consumption
iab (2012)
People spent 49%
more time
watching online
videos in 2012
than in 2011.TV viewing has
been flat since
2011.
01/2011 01/2012 01/2013

7. 7
Marketing Resource Allocation
How much of the marketing budgets do companies
invest in traditional (offline)TV commercials?

8. 8
Marketing Resource Allocation
“Everyone is spending more time online, but the
percentage of advertising that is allocated there is
less than 10%. Even though online video represents
a mass market, 60 to 70% of ad budgets are spent
on broadcast TV…”
Pérez (2013)

9. 9
Adoption of Online Videos in Organizations
Research Question:
What factors drive the use of online videos in
organizations?
Research Proposition:
Four case studies will reveal why organizations
adopt online videos. Furthermore, this paper will
test existing theory of IT/IS adoption.

10. 10
Theory and Methodology:
• Adoption of IT/IS
• Case Study Research
• Semi-structured Interviews
• Qualitative Data Analysis
02

11. 11
Theory:
Adoption of IS/IT
Diffusion of
Innovation Theory
Theory of
Reasoned Action
Technology
Acceptance
Model
Theory of
Planned Behavior
Innovation
Characteristics
Organizational
Characteristics
Environmental
Characteristics
Top-Mgmt.
Characteristics
User Acceptance
Characteristics
Hameed et al. (2012)

12. 12
Methodology:
Overview
 Case study research
 4 different Swiss
enterprises
 5 different interviewees
 Decision makers,
managers and executives
Research Approach
 Semi-structured
interviews
 Each interview went on
for about 60-75 minutes
 All interviews were
transcribed
 Case study protocol and
data base was
established
Data Collection
 Coding process with a
coding schema derived
from the literature
Data Analysis
Miles & Huberman (2005), Yin (2009)

13. 13
Methodology:
Case Study as Research Strategy
Unit of Analysis Context of Case Study
Enterprise Interviewees Industry Employees
Market
presence
Utility Company Interviewee A, Web Manager Utility more than 11'209 in 2011 International
Retail Company
Interviewee B, the Head of Internet,
Intranet, Corporate Identity
Retail and
Commercie
75'000 in 2011 International
Insurance Company
Interviewee C, Content Master
Internet
Interviewee D, Project Leader
Corporate Communications
Insurace 3'748 in 2011 National
Media Company Interviewee E, the Head Digital Media Media and News 7'448 in 2009 International
Large organizations from various industries.
Variability and accessibility.
Miles & Huberman (2005), Yin (2009)

14. 14
Methodology:
Data Collection with Semi-Structured Interviews
Innovation Characteristics
How do you react to mistakes and failures in your organization? What are relevant
decision criteria for online video initiatives (business case, gut feeling etc.)? …
Organizational Characteristics
How do you interact with different departments when it comes to online video
projects? How do you communicate formally and informally? …
Environmental Characteristics
How do you monitor trends, the competitive landscape when it comes to online
videos? …
Top-Management Characteristics
How is the top-management’s attitude towards online video initiatives? How does
the top-management support online video projects? …
(Premkumar & Ramamurthy, 1995), (Subramanian & Nilakanta, 1996), (Damanpour & Schneider, 2006; Kohli & Jaworski, 1990)

15. 15
Methodology:
Qualitative Data Analysis
A-TM Antezedens Top-Management Quelle
A-TM-Überzeugung +Kundenorientierung
+Unterstütztung des Top-Management für Web-Video
-Technologie steht im Vordergrund
Felton (1959)
Levitt (1969)
Kimberly & Evanisko (1981)
Hambrick & Mason (1984)
Webster (1988)
Premkumar & Ramamurthy (1995)
Thong (1999)
A-TM-Risikobereitschaft +Risikofreude, Fehler gehören zum Alltagsgeschäft
-Entscheidungen werden rational und basierend auf
kalkulationen getroffen
Kimberly & Evanisko (1981)
Kohli, Jaworski (1990)
Premkumar & Ramamurthy (1995)
Thong (1999)
A-ABT Antezedens Abteilungsübergreifende Dynamik
A-ABT-Konflikte +mit Problemen und Meinungsverschiedenen kann man
umgehen
-es gibt viele Konflikte
Felton (1959)
Levitt (1969)
Lusch, Udell, & Laczniak (1976)
A-ABT-Vernetzung +viele informelle und formelle Treffen in der Organisation Patton (1978)
Cronbach & Associates (1981)
Deshpande & Zaltman (1982)
A-ORGA Antezedens Organisationales System
A-ORGA-Fromalisierung +Improvisation und spontanes Vorgehen
-Strukturen, Regeln, Guidelines
Hall, Johnson & Haas (1967)
Subramanian & Nilakanta (1996)
A-ORGA-Zentralisierung +Mitarbeiter haben hohe Autonomie
-Alle Entscheidungen müssen vom Management
abgesegnet werden
Aiken & Hage (1968)
Subramanian & Nilakanta (1996)
A-ORGA-Abteilungserfolg +langfristige und qualitative Ziele
-kurzfristige finanzielle Ziele
Anderson & Chambers (1985)
Jaworski (1988)
Lawler & Rhode (1976)
Webster (1988)
E Eigenschaften der Marktorientierung
E-Marktforschung +Wissen über den Kunden und den Markt generieren
+Monitoring Tools und Messungen der Nutzung
Kohli & Jaworski (1990)
Tornatzky & Fleischer (1990)
Damanpour and Schneider, 2006)
Quaddus & Hofmeyer (2007)
E-Wissensaustausch +Prozesse und Tools, um dieses Wissen zu teilen
+Kontakte zur Marktforschung
Kohli, Jaworski (1990)
Tornatzky & Fleischer (1990)
Damanpour and Schneider, 2006)
Quaddus & Hofmeyer (2007
E-Umsetzung +Koordination in der Umsetzung von Projekten
+Know-how über den Markt beeinflusst die Umsetzung
von Projekten
Kohli, Jaworski (1990)
Tornatzky & Fleischer (1990)
Damanpour and Schneider, 2006)
Quaddus & Hofmeyer (2007
Codierung
http://www.dedoose.com/

16. 16
Results:
Environmental and Top-Management
Characteristics as Key Drivers
03
http://60daymba.com/wp-content/uploads/2013/01/finish-line.jpg

17. 17
Utility Company
http://www.qas.co.uk/resources/images/company/newsfeed/uk/newsarticles/utilities.jpg
“...our top-management reacts pretty aggressively with
censorship if they think anything could go wrong...”
“Well the checklist and everything, nobody
likes filling out these forms...”
“Our employees need to network and think across functional
structures. We support and value interac- tions among different
departments and therefore host weekly editorial meetings.”
“We do not monitor how our competitors use OV...”
“In order to get feedback, we target specific customer groups.”
“... we planned to launch a cor- porate web TV on our intranet, but top-
management didn’t see the benefits and didn’t think we have the money either...”

18. 18
Retail Company
“We don't just follow new buzzwords and trends. We always try to
analyze each specific case separately. If the business case doesn't
convince us, then we don't do it.”
“It's not like someone was pushing online videos and everybody
else was watching what was going on. Usually, such projects
[online video projects] are coordinated across different business
units and departments.”
“We have strict corporate branding guidelines that
regulate how online video projects are carried out…”
http://static.cbronline.com/images/rbrnews/retail%20gen%202.jpeg
One of my objectives is trend scouting. Other colleagues from
6 different departments also carry the same responsibility.”
The Head of the newspaper division was a huge
support for our OV initiatives...”

19. 19
Insurance Company
http://www.carinsurancecomparison.com/Images/car-insurance-companies-ranked-woman-chart.jpg
“Our second attempt was a real mess. Fortunately, the decision
makers reacted very positively. Despite what happened, they still
supported us going forward with online video projects.”
Ultimately, it all [decisions for online video projects] depends
on what Pam [head of corporate communications] thinks...”
“Yes, maybe it is legitimate to have a proper business case, with the
financials and everything. But, I think more often than not, it is just a lot
of paperwork and a lot of effort for a really small project.”
“We try to think from the customer's point of view. What does the
customer want, how do we want to transmit our message and how do they
want to receive it.”
“The head of corporate communications was a big supporter of online
video. Our CEO thinks that videos are absolutely vital for us. This helps us
to pursue our online video projects. That's for sure.”

20. 20
Media Company
“Trial-and-error, that is a very successful approach when it
comes to online activities.”
“If someone has a new idea and everybody thinks
it is great, it only takes about 2 to 3 days and we
have a go and we do it.”
“We have very flat structure and my colleagues
are responsible for their own budgets.”
“We've received far better responses from our in-house
videos than from video contents from our partners. That is
the reason why we are now staffing new video teams.
Hopefully, they will come up with new ideas and new
videos.”
http://www.isthmuseng.com/wp-content/uploads/Company_News_Hero.jpg

21. 21
Cross Case Analysis
Characteristics
Company Innovation (I) Organizational (II) Environmental (III) Top-Management (IV)
Utility No Yes/No Yes/No No
Retail No Yes/No Yes Yes
Insurance Yes Yes/No Yes Yes
Media Yes Yes Yes Yes
Environmental and Top-Management characteristics
drive the use of online videos in organizations.

22. 22
Discussion:
2012: Organizations are getting ready
2013: Value Generation of IT
04

23. 23
2013 and Future Outlook
IT Ressources
Complementary
Organizational
Resources
Business
Processes
Business
Process
Performance
2012 2013
How can organizations create business value
with online video and video communication.
Melville et al. (2004)

24. 24Picture: http://presse.samsung.ch/app/images
Q&A

25. 25
email christian.ruf@unisg.ch
twitter @rufch
profile xing
contact

26. 26
Damanpour, F., & Schneider, M. (2006). Phases of the Adoption of Innovation in Organizations: Effects of Environment, Organization and Top Managers.
British Journal of Management, 17(3), 215–236. Retrieved from http://dx.doi.org/10.1111/j.1467-8551.2006.00498.x
Hameed, M. A., Counsell, S., & Swift, S. (2012). A conceptual model for the process of IT innovation adoption in organizations. Journal of Engineering and
Technology Management, 29(3), 358–390. doi:10.1016/j.jengtecman.2012.03.007
iab. (2012). A Comprehensive Picture of Digital Video and TV Advertising: Viewing, Budget Share Shift and Effectiveness. Retrieved May 30, 2013, from
http://www.iab.net/media/file/Digital-Video-and-TV-Advertising-Viewing-Budget-Share-Shift-and-Effectiveness.pdf
Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2),
1–18. Retrieved from http://www.jstor.org/stable/1251866
Melville, N., Kraemer, K., & Gurbaxani, V. (2004). Review: information technology and organizational performance: an integrative model of it business
value. MIS Q., 28(2), 283–322. Retrieved from http://dl.acm.org/citation.cfm?id=2017219.2017226
Miles, M. B., & Huberman, M. (2005). Qualitative Data Analysis: an Expanded Sourcebook (2nd ed.). Thousand Oaks, California: Sage Publications.
Pérez, W. (2013). Online video will overtake TV by 2020, says John Farrell, Director of YouTube Latin America. Portada. Retrieved May 30, 2013, from
http://latam.portada-online.com/2013/02/14/online-video-will-overtake-tv-by-2020-says-john-farrell-director-of-youtube-latin-america/
Premkumar, G., & Ramamurthy, K. (1995). The Role of Interorganizational and Organizational Factors on the Decision Mode for Adoption of
Interorganizational Systems*. Decision Sciences, 26(3), 303–336. Retrieved from http://dx.doi.org/10.1111/j.1540-5915.1995.tb01431.x
Rosensteel, S. (2013). Why Online Video Is Vital For Your 2013 Content Marketing Objectives - Forbes. Forbes. Retrieved April 1, 2013, from
http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketing-objectives/
Subramanian, A., & Nilakanta, S. (1996). Organizational innovativeness: Exploring the relationship between organizational determinants of innovation,
types of innovations, and measures of organizational performance. Omega, 24(6), 631–647. Retrieved from
http://www.sciencedirect.com/science/article/pii/S030504839600031X
Yin, R. K. (2009). Case Study Research - Design and Methods (4th ed.). Washington DC, USA: Sage Publications.
YouTube. (2013). Charts - YouTube. Retrieved May 30, 2013, from http://www.youtube.com/charts/videos_views?t=a&gl=US
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