Diffusion of digital asset management systems in the Norwegian food and grocery market. A single case study of MyBrand Media

Sammanfattning: Digital asset management systems as a solution for managing digital content has been gaining attention over the last years and more IT providers are offering digital asset management systems to organizations. However, the decision to adopt this solution in a client-organization is influenced by many factors, making it a challenging and time taking process. Moreover, no technology is diffused the same, nor is it adopted the same in different markets. As a result, this master thesis tries to present an overview of diffusion of digital asset management systems in the Norwegian food and grocery market, its challenges and recommendations to improve the adoption rate of these systems in this market. This research adopts Innovation-Decision Process from diffusion of innovation theory from Rogers (2003) and combines it with the technology acceptance model from Davis (1989) and utilizes the new model as the framework to study the process of making a decision in adoption of new technology in the Norwegian food and grocery market. For that purpose, a qualitative research method through semi-structured interviews with food and grocery suppliers and distributors as well as managers in the digital asset management provider was chosen. The finding of this research indicates that diffusion of digital asset management in this market depends on the decision unit’s characteristics, internal IT team, the digital presence strategy, perceived value and usefulness of innovation in the client-organization on one hand. On the other hand, it is the innovation characteristics including observability and relative advantages, in addition to the proper use of communication channels as well as the support, trust and value proposition of the innovation providers that is influencing the Innovation-Decision Process in this context.