Innovation-Related Organizational Decision-Making: The Case of Responsive Web Design

  • Chris GibbsEmail author
  • Ulrike Gretzel
  • Zahra Noorani
Conference paper


The purpose of this paper is to contribute to a growing body of research on the adoption of responsive website design, by studying the related organizational decision making process. Using the Technological, Organizational and Environmental factors (TOE) framework as a theoretical foundation, this exploratory research used semi-structured interviews with US state level destination marketing organizations (DMOs). The findings demonstrate that DMO websites are multifaceted ecosystems and that innovation-related organizational decision-making is too complex but also too accidental to neatly fit within the TOE framework. The findings further question established notions of technology adoption and call for more critical and qualitative research to obtain insights into organizational technology adoption processes.


Web design Technological Organizational Environment (TOE) Responsive web design Technology adoption Destination marketing organization 


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Ted Rogers School of Hospitality and Tourism ManagementRyerson UniversityTorontoCanada
  2. 2.University of Queensland Business SchoolSt LuciaAustralia

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