About AMA

Executive Summary
Multinational corporations (MNCs) are increasingly relying on technology to establish competitive postures in the global environment. However, Calantone, Griffith, and Yalcinkaya argue that to employ technology successfully across cultures, firms must adapt to the unique country environments. In the United States, the most effective model for understanding the adoption of technology has become the technology adoption model (TAM). Despite the TAM’s success in explaining technology adoption behavior, only limited investigation has been conducted regarding the appropriateness of the model in non-U.S. markets. This is an important issue for MNCs because it influences the appropriateness and effectiveness of the process strategy that firms employ to foster the adoption of technology throughout their worldwide operations. The purpose of this study is to develop a modified TAM and to test its appropriateness empirically for the context of China.

The TAM, which is built on the theoretical foundation of the theory of reasoned action, explains information system adoption behavior. In this study, the TAM is modified by incorporating the institutional element of the role of government and national culture’s influence on management practices. Data used to test model were collected through a self-administered questionnaire provided to managers and engineers in China. Based on 506 completed questionnaires, the findings of the study provide several unique insights into technology adoption in China.

Managerially, Calantone, Griffith, and Yalcinkaya indicate two specific strategic adjustments that U.S. and other foreign MNCs operating in China should consider when working toward the adoption of technology by the firm’s host-country employees. First, in China, system design can focus more on function and technological benefits, whereas in the United States, firms must design user-friendly systems to enhance perceived attitudes to system use. Technology adoption in the Chinese market can be advanced through authoritative means, and therefore firms can work toward efficiency in design and utilization, focusing on system benefits and employing a mechanistic approach. Second, firms can strategically adapt to the higher level of government support in the marketplace. In general, the Chinese government supports technology adoption and is advancing an agenda to protect technology for firms that want to adopt technology into the market. Thus, firms that want to advance the rate of technology adoption in China should structure their strategies to integrate governmental issues.

Biography
Roger J. Calantone is Eli Broad Chaired University Professor of Business in the Eli Broad College of Business at Michigan State University. In addition, he is Director of Information Technology Management Program. His research is in the area of Innovation Strategy, New Product Development and Decision Support Systems. Dr. Calantone has briefly taught at several other academic institutions. He holds a PhD (1976) from the University of Massachusetts and an MBA (1972) and a BA (1970) from Canisius College, Buffalo. His research interest are in product design and development processes, decision support and group decision support systems, technology market models, and international development. In addition to Journal of International Marketing, he has published in Strategic Management Journal, IEEE Transaction on Engineering Management, Decision Sciences, and Academy of Marketing Science Journal.

David A. Griffith is Assistant Professor of Marketing and Supply Chain Management in the Department of Marketing and Supply Chain Management, Eli Broad Graduate School of Management, at Michigan State University. He received his PhD and MBA from Kent State University and his BS and BA from the University of Akron. His areas of marketing expertise include international marketing strategy and global supply chain management, and he has worked in manufacturing, services, and exporting. In addition to Journal of International Marketing, he has recently published in Journal of Operations Management and Journal of International Business Studies.

Goksel Yalcinkaya is a doctoral candidate in marketing at Michigan State University. He has worked for several years in industry as a marketing research analyst. His research interests are in diffusion of innovation, complex adaptive systems, new product launch, and international development.