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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Successful Evolution of a Virtual Trading Community: The Case of the Australian Dairy Industry

Successful Evolution of a Virtual Trading Community: The Case of the Australian Dairy Industry
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Author(s): Linda C. Wilkins (Deakin University, Australia), Paula M.C. Swatman (Deakin University, Australia) and Tanya Castleman (Deakin University, Australia)
Copyright: 2004
Pages: 5
Source title: Innovations Through Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-261-9.ch183
ISBN13: 9781616921255
EISBN13: 9781466665347


Virtual Trading Communities (VTCs) have a very short history. How they work, how they create value for participating individuals and what they can achieve is still not well understood (Kaplan and Sawhney, 2000). The turbulent history of online offerings and the prevalence of failure in these implementations have led researchers and practitioners alike to seek more sustainable models for technology innovation. In this paper, we begin by discussing the concept of ‘waves’ of innovation and then relate the concept to requirements for establishing sustainable online communities. We then introduce a case study of a recent example of a successfully implemented virtual trading community. The primary role of this VTC is to provide online access to mandatory export documentation for producers in the Australian dairy industry. Two features emerged from the case study as being particularly important to sustainability: adaptation of the system to the target community’s internal priorities and to the needs of individual firms within the community. Both these features are related to the ability of the sponsor to facilitate and support user requirements.

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