Gregory Gimpel, PhD
Emerging Technologies and
Digital Transformation
About
Gregory Gimpel is on the faculty of the J. Mack Robinson College of Business at Georgia State University. Prior to GSU, he worked as a researcher for the Massachusetts Institute of Technology and he designed Ball State University’s business transdisciplinary analytics major. His research focuses on the intersection of emerging technologies and digital business transformation. He holds a Ph.D. from Copenhagen Business School, MBA from University of Southern California, and BS & BA from The University of Texas at Austin. He worked in senior management positions for a decade before entering the academic world.
Publications
“How to Bring Face-to-Face Engagement to Online Classes: Introducing the High-Presence Online Teaching Method.”
International Journal of Scholarship of Teaching & Learning (forthcoming)
Abstract: The trend to shift courses online is accelerating. Some students are gravitating toward asynchronous online classes; however, many still prefer in-person educational experiences. These students often are less engaged when taking online courses, and their willingness to pay for online courses is frequently less than for in-person courses. There is a need to bridge the gaps between online and traditional class delivery formats. This paper reports on a high-presence online teaching method that approximates the in-person experience by affording face-to-face conversations, real-time interaction, and features the instructor placed front-and-center with the lecture material. The paper reports a case study test of this method as applied to a graduate process reengineering course. Students in the course report that the method provides better student-instructor interaction and overall engagement than they expect from in-person classes. Students also report that the method approximates what they expect from in-person courses regarding the quality of interactions they have with their classmates.
“Launching the Internet of Things: how to ensure a successful debut.” 
Journal of Business Strategy
Co-authored with Candice Vander Weerdt
Abstract: Companies that leverage the Internet-of-Things (IoT) will gain significant competitive advantages over the competition; however, few businesses have active IoT initiatives. This research finds that close cooperation among a company’s operations, business strategy, and information technology units creates a trifecta of skills, vision, and budgeting that can successfully bring major IoT initiatives to fruition. Unfortunately, many companies face a misalignment among these departments. The way to overcome this misalignment is to create a cross-functional team dedicated to IoT initiatives. Leaders should build these teams on the principles of autonomy, rational compensation, equality, and diversity.
“Benefit from the Internet of Things Right Now by Accessing Dark Data.”
IEEE IT Professional
Co-authored with Allan Alter
Abstract: Even as companies become aware of the powerful benefits Internet of things (IoT) data can bring to their organization, the investment costs of deploying new sensors in the field keep IoT initiatives keep as distant goals for many firms. At the same time, firms are swimming in substantial amounts of “dark data” that are created by operational technology, transactional systems, and other “things” already deployed by the company. An estimated 90% of this data is currently dark, because most of these “things” were not designed to record data in ways that facilitate aggregation with information from other sources. Using relatively low-cost strategies, companies can begin accessing and exploiting this data gold mine today.
“Dark Data: the Invisible Resource that Can Drive Performance Now.”
Journal of Business Strategy
Abstract: Many companies are held back from entering the IoT era today, not by technological issues, but by matters addressable by managerial and strategic leadership. Executives must build dark data awareness among their employees and use non-traditional measures to predict return on investment. The study shares expert advice for accomplishing both of these efforts.
“Translating Evolving Technology Use into User Stories: Technology Life Narratives of Consumer Technology Use.”
Information Systems Journal
Co-authored with Mads Bødker, Jan Damsgaard, and Jonas Hedman
Abstract: People acquire and buy technology in stores or online in the same way as any other consumer product, so understanding the user as a consumer of technology is essential. In this study, we investigate how the use of ubiquitous consumer technology evolves over time and suggest a theoretical account of how use evolves into different patterns of embodiment. Empirically, we followed 15 consumers of smartphones during a 6‐month field study and collected data via interviews, survey, and focus groups. Analytically, we view the user as a consumer of technology and develop three technology life narratives as patterns of embodiment. As a theoretical lens, we draw upon the theory of consumption values and approached use as a dynamic consumption process in which different values drive use over time. We found three distinct patterns of embodiment: that of conditionalists, aesthetic socialites, and functional enthusiasts. Conditionalists are pragmatic and use technology only when the device fulfils pre‐existing needs and the preferred alternative is unavailable. Aesthetic socialites use the technology as a fashion accessory and to manage their personal relationships. Functional enthusiasts are gadget lovers whose tinkering for the sake of exploration leads them to discover new needs that the technology can fulfil. Besides the three patterns of embodiment, we discovered a type of use that we argue falls outside of the values described in the theory of consumption values. This is the use of technology without any identifiable purpose other than just using the technology, which is driven by expositional value.
“Enter the Industry 4.0 Era Today by Using “Dark Data” You Already Have”
The European Business Review
Co-authored with Allan Alter
Abstract: There is much hype about the coming Industrial Internet-of-Things / Industry 4.0 era in which companies can get detailed data from machines throughout their operations. The reality is that operational technology, production equipment, and other “things” are already providing data that can improve, perhaps even transform, company operations. By answering four key questions, business leaders can start benefitting from this “dark data” today.
“Bringing Dark Data into the Light: Illuminating Existing IoT Data Lost within Your Organization”
Business Horizons
Abstract: Companies are making substantial investments in placing sensors out in the field and within products and equipment. These Internet-of-things (IoT) technologies provide an unprecedented opportunity to harness data-driven insights to improve business performance. While the IoT is often framed as a next-generation technology, many businesses already are awash in this data because their existing operational technologies and other equipment generate substantial amounts of data. This data, along with the related insights remains dark – out of sight and unused. However, many managers are unaware of this data or how it can be used. To shed light on the business opportunities afforded by exploiting dark data, this article provides managerial advice and demonstrative case studies in four strategic categories: improving return-on-assets, re-engaging customers, creating new products and business lines, and transforming business models.
“Fun & Games: Business Models for Innovation.”
The European Business Review
Abstract: While many brilliant ideas come from start-ups with unsustainable business models, well-established firms suffer from an inability to innovate, especially in regulated industries. The innovation paradox can be overcome by applying the right business model: 1) Fun & Games, which ignores regulations; 2) Hide & Seek, which exploits regulatory ambiguities; and 3) Carnival Rides, which requires full regulatory compliance.
“Emerging IT for Medication Adherence”
IEEE IT Professional
Co-authored with Punit Ahluwalia and Upkar Varshney
Abstract: Medication adherence is one of the most complex and persistent challenges in healthcare. Solutions have been designed with varying degrees of success. Here, the authors present a roadmap that shows how emerging IT can play a major role in improving medication adherence. Specifically, they discuss five major technologies for medication adherence: smartphone apps, smart medication boxes, smart pills, sensors, and implantable devices. They show how these technologies support and integrate into a roadmap for higher medication adherence. The hope is that IT professionals will address many of the challenges and opportunities identified in the article.
“Time-out/in: The Dynamics of Everyday Experiential Computing.”
Information Systems Journal
Co-authored with Mads Bødker and Jonas Hedman
Abstract: In everyday life, the role of computing devices alternates between the ordinary and mundane, the un‐reflected and the extraordinary. To better understand the process through which the relationship between computing devices, users and context changes in everyday life, we apply a distinction between time‐in and time‐out use. Time‐in technology use coincides and co‐exists within the flow of ordinary life, while time‐out use entails ‘taking time out’ of everyday life to accomplish a circumscribed task or engage reflectively in a particular experience. We apply a theoretically informed grounded approach to data collected through a longitudinal field study of smartphone users during a 6‐month period. We analysed the data based on the concept of time‐in/out and show the dynamics in the experience of a device that changes from the ‘extraordinary’ to the ‘ordinary’ over time. We also provide a vocabulary that describes this relationship as stages resembling the one between a couple, which evolves from an early love affair, to being married and to growing old together. By repurposing the time‐in/out distinction from its origin in media studies, this paper marks a move that allows the distinction to be applied to understanding the use and dynamic becoming of computing devices over time.
“Mobile ICT use in early adopter vs. late majority countries.”
International Journal of Mobile Communications
Co-authored with Frantisek Sudzina and Katarina Petrovcikova
Abstract: The rapid global diffusion of smartphones has not been uniform. This study uses Triandis’ theory of interpersonal behaviour to investigate what drives smartphone use in early adopter (USA) versus late majority (Slovakia) countries. By surveying both current and potential owners, we also revisit Karahanna et al.’s question: Do potential adopters and users of IT hold the same behavioural and normative beliefs? Partial least squares analysis finds that habit, affect, and perceived social norms explain 65% of the intention to buy a smartphone. Surprisingly, perceived consequences (i.e., perceived usefulness) and whether people live in an early adopter versus late majority country, are not significant. Comparing users and non-users finds that they differ in almost every attribute measured in the study, and that users intend to continue using a smartphone whereas non-users have more ambivalent intentions.
“The Future of Video Platforms: Key Questions Shaping the TV and Video Industry.”
International Journal on Media Management
Abstract: The telecommunications, media, and entertainment industries face significant changes as technological innovations, shifting consumer behavior, and new business models reshape the industry. The video entertainment sector, which spans these industries, exemplifies how the traditional linear value chain transforms as platform-based business models play more pronounced mediation roles. Drawing upon insights from platform theory, this article synthesizes interviews with 22 executives at key positions throughout the video value chain to identify and confront three key questions that will define the future of the telecommunications, media, and entertainment sectors: (1) Who will come out on top as the video market transforms?; (2) Will people own content or only subscribe to video services?; and (3) Will advertising agencies maintain control of media buying? This article ascertains the critical factors and requisite conditions that will determine the answers to these questions and the future shape of the telecommunications, media, and entertainment industries.
“Alternative Views of ICT & TIME: An Application of Scenario Analysis and Platform Theory.”
International Conference on Information Systems
Abstract: Innovations such as smartphones, laptops, tablets, and different forms of wireless Internet are transforming the nature of e-Commerce. Traditional industries are being thrust into the Internet age as consumers force firms to adapt to their anywhere, anytime, any device (AWATAD) lifestyle. This shift increasingly relies on digital platforms to act the intermediaries that enable businesses to reach their customers. The current changes are dynamic and discontinuous as players from outside the traditional industry boundaries are changing the competitive landscape. This paper analyzes data from executives in the telecommunications, information, media and entertainment (TIME) industries, a sector undergoing substantial change. Using platform theory as an analytical lens, this paper applies Scenario Analysis to turn key uncertainties into illustrative futures that can guide managerial action. This paper provides practical guidance to TIME executives and demonstrates how the Scenario Analysis method enables researchers to communicate theory-based insights to practitioners in a relevant way.
“ICT Interventions Impacting Big Societal Challenges: An Electronic Healthcare Approach to Homelessness.”
International Journal of Electronic Healthcare
Co-authored with Punit Ahluwalia and Upkar Varshney
Abstract: This paper investigates how electronic healthcare technology can address a pervasive societal problem: homelessness. Mental illness, a leading cause of homelessness, can be treated successfully with proper medication. Few psychiatric patients, however, adhere to the medication regimen prescribed by their doctors. We employ a systems thinking approach to model the multi-dimensional decision system by which patients choose whether or not to take medication. We identify that interventions raising patients’ self-efficacy will significantly improve medication adherence among mentally ill patients and that it can translate into a reduction of homelessness. This paper makes two key research contributions: it calls attention to the study of medication adherence within electronic healthcare research and it proposes a systems dynamics model that highlights how, when addressing complex societal challenges, affordances during one time period can become constraints in another.
“A consumption theory and task–fitness perspective of wireless internet adoption for mobile commerce.”
International Journal of Electronic Business
Co-authored with Punit Ahluwalia and Upkar Varshney
Abstract: Recent advances in wireless technology have resulted in new opportunities for electronic commerce to migrate to mobile platforms. To understand the acceptance of mobile commerce, we investigate the drivers of the adoption of wireless internet broadband for the laptop. Task fitness is important to those users conducting mobile commerce, which may involve completion of several sequential transactions. This study draws upon consumption theory and task–technology fit literature to investigate the antecedents of wireless internet adoption. The structural equation model of field study data indicates that there are significant positive relationships among perceived quality, task fitness, and perceived value and the intention to adopt wireless internet. Surprisingly, the study also finds that the likelihood to subscribe to wireless internet declines as the awareness about the technology increases. This research provides theoretical insights for researchers and practical guidance for service providers as they push mobile commerce to increase data traffic revenue.
“Mobile ICT Acceptance in Late Adopter Countries.”
International Conference on Mobile Business 2014
Co-authored with Frantisek Sudzina and Katarina Petrovcikova
Abstract: Despite the rapid global diffusion of the smartphone, some countries have experienced much slower uptake of the technology. The low smartphone penetration within Slovakia provides the opportunity to explore what drives smartphone use in late majority countries. Slovakia is a central European nation and part of the Eurozone. It has advanced telecommunications infrastructure and is subject to the same telecommunications regulations as other EU members. While neighbours have high smartphone penetration, Slovakia is a late majority adopter. This study uses Triandis’ theory of interpersonal behavior to investigate the question: What drives the use of smartphones in late majority countries? By studying the differences between current and potential smartphone users, the study revisits Karahanna et al.’s research question: Do potential adopters and users of IT hold the same behavioral and normative beliefs? PLS analysis finds that habit, affect, and perceived social norms explain 66% of the intention to buy a smartphone. Surprisingly, perceived consequences, which measures the instrumental usefulness, is not significant. A comparison of users and non-users find that they differ inalmost every attribute measured in the study, and that users intend to continue using a smartphone whereas non-users have more ambivalent intentions.
“The Wireless Internet Decision: A Multi-method Investigation of Decision Drivers.”
International Journal of Mobile Communications
Co-authored with Punit Ahluwalia and Upkar Varshney
Abstract: The deployment of mobile internet technologies such as 3G/4G and WiMax adds more access technologies options for internet users. This raises a question about how people decide which access technology to use. Behavioural economics suggests that reference price, status quo bias and flat rate bias are important determinants of people’s buying behaviour when making a choice among several alternatives. This paper takes a mixed–methods approach to address calls for alternative perspectives on technology adoption and for exploration of the consumer decision–making process beyond construct–based research. More specifically, focus group and survey methodologies are used to examine the research questions. The study finds that reference pricing, flat rate bias and status quo bias are important factors in technology adoption decisions. This study contributes to the Information Systems and mobile communications literature by proposing an approach for technology adoption when alternative options are available to users and by providing opportunities for further research.
“The Adoption of Hyped Technology: A Qualitative Study”
Information Technology and Management
Co-authored with Jonas Hedman
Abstract: The introduction of new consumer technology is often greeted with declarations that the way people conduct their lives will be changed instantly. In some cases, this might create hype surrounding a specific technology. This article investigates the adoption of hyped technology, a special case that is absent in the adoption literature. The study employs a consumer research perspective, specifically the theory of consumption values (TCV), to understand the underlying motives for adopting the technology. In its original form, TCV entails five values that influence consumer behavior: functional, social, epistemic, emotional and conditional. The values catch the intrinsic and extrinsic motives influencing behavior. Using a qualitative approach that includes three focus groups and sixty one-on-one interviews, the results of the study show that emotional, epistemic and social values influence the adoption of hyped technologies. Contrary to expectations, functional value, which is similar to the widely used information system constructs of perceived usefulness and relative advantage, has little impact on the adoption of technologies that are surrounded with significant hype. Using the findings of the study, this article proposes a model for investigating and understanding the adoption of hyped technologies. This article contributes to the literature by (1) focusing on the phenomenon of hyped technology, (2) introducing TCV, a consumer research-based theoretical framework, to enhance the understanding of technology adoption, and (3) proposing a parsimonious model explaining the adoption of hyped technology.
Keywords: Adoption of hyped technology model, hype, field study, intrinsic motivation, qualitative methods, technology adoption, theory-building research, theory of consumption values
“Why People Aren’t Using Wireless Internet: A Behavioral Economics Approach to Technology Preferences.”
International Journal of Services and Standards
Co-authored with Punit Ahluwalia and Upkar Varshney
Abstract: This paper proposes a new model for understanding the adoption of internet services when competing technological standards can fulfill similar needs. Using prospect theory as its theoretical foundation, the model posits that reference prices, flat rate preference, and status quo bias constitute the perceived sacrifice when users consider adoption of new services such as wireless internet. Perceived sacrifice and perceived quality influence the perceived relative value, which in turn influences the intention to adopt wireless internet. The proposed model and related hypotheses are empirically confirmed through a field study. The paper discusses several implications for telecommunications policy and industry.
Keywords: Wireless internet; reference price; status quo bias; flat rate preference; perceived quality; perceived value; service organizations; services and standards
“Robots on the Move from Production Line to the Service Sector: the Grand Challenges for Contractors, Workers, and Management.”
Proceedings of the eChallenges 2010 Conference. (October 2010) Co-authored with Kim Normann Andersen, Rony Medaglia, Peter Sjølin, Lene Mikkelsen
Abstract: This paper presents a study on robot vacuum cleaning within the Danish public sector. Contrasting conventional
images of robots as ineffective and technologically immature, we put forward the proposition that vacuum cleaning robots are at par with or better cleaning quality achieved by conventional vacuuming. Although the financial cost-benefit analysis provides inconclusive results, the case study reported here indicates that robots are mature enough to be adopted in the cleaning of the office environment. In the adoption of robots, we identify key challenges for management, contractors, and workers.
“Wired or Wireless Internet? A Situation in Which Standards Don’t Matter”
9th Annual Global Mobility Roundtable / International Conference on Mobile Business (June 2010)
Abstract: This paper finds that network externalities play minimal role in the choice of internet access technology. Potential adopters of mobile laptop internet view broadband technology as a black box, the technological details of which do not matter. The study uses qualitative techniques to explore how the speed of technological obsolescence, market share dominance, and the black boxing of technology impact consumer intention to adopt WiMax and 3G wireless internet for their laptop computers. The results, implications for industry, and areas for further research are discussed.
Keywords: Network externalities, wireless broadband, mobile internet, lock-in, black box
“Technology Use: Time-in or Time-out?”
18th European Conference on Information Systems (June 2010)
Co-authored with Mads Bødker and Jonas Hedman
Abstract: This paper investigates evolving technology use by applying the distinction of time-in and time-out usage. This distinction describes how uses of technology within the life-world (i.e. the ordinary, the un-reflected) can be punctuated by time-out use when a user takes out time to consciously use or reflect on a medium. Data was collected through a longitudinal field study involving focus groups, interviews, and surveys from smart phone users during a six-month period. We have adopted a theoretically informed grounded approach to analyze our empirical data and present rich data. The results show how technology use evolves over time and provides theoretical explanation as to why usage changes with time. The time-in/out distinction shows how the value of an “extraordinary device” changes over time, thus accomplishing sensitivity to the artifact by examining the flow of activities. By repurposing the time-in/out distinction from its origin in media- and communications theory, this paper marks a pragmatic move that allows the distinction to be applied to more deeply understand the adoption and appropriation of technology products.
Keywords: Technology use, Mobile technology Smart phones, Time-out technology usage.
“Technology Use as Consumption: A Longitudinal Study of Smart Phones”
International Conference on Information Systems 2009
Co-authored with Mads Bødker and Jonas Hedman
Abstract: This paper investigates technology use as consumption behavior instead of using innovation/ diffusion/ acceptance frameworks. Building on consumer research we introduce the Theory of Consumption Values (TCV) to understand the underlying values and motives of technology usage. Data was collected through interviews, focus groups, and surveys from smart phone users during a six month period. We have adopted a narrative approach to analyze our empirical data and present the data as a dialogue between two smart phones. The story presented in the dialogue shows how different consumption values, including functional, epistemic, emotional, social, and conditional values, drive technology use how they evolve over time. In the beginning, epistemic, emotional, social values drove the use. Later, functional value became the key driver of use.
Keywords: Technology adoption, technology use, smart phones, consumption values
“The User Experience of Smart Phones: A Consumption Values Approach”
Global Mobility Roundtable 2009
Co-authored with Mads Bødker and Jonas Hedman
Abstract: The purpose of this paper is to complement previous research on the adoption and use of smart phones by introducing theories from consumer research. The focus is on both the intrinsic and extrinsic values that users experience when possessing, interacting, and using smart phones. We investigate smart phone usage in a six month field study with 16 participants. As such, it shows how the Theory of Consumption Values and its five value categories: functional, social, emotional, epistemic, and conditional are useful constructs to conceptualize and understand smart phone use experience. We show how smart phone use can be usefully articulated as in terms of consumption. This can be beneficial perspective 1) when designing smart phones and wireless devices in the future and 2) when describing and explaining the diffusion and adoption of smart phones and other technologies in general. The study also reveals that “use” as such is an end by itself and not only a mean to reach some other objectives, e.g. calling, texting or surfing. Furthermore, the study indicates that use as a construct (dependent variable) is too simplistic and needs further development and elaboration to include both the extent (e.g. what features of an artifacts is used) and nature (e.g. how well the artifact is used) of use.
Keywords: Smart phone, consumption values, technology adoption, wireless technology
“The Values of Using Smart Phones”
32nd Information Systems Research in Scandinavia Seminar (August 2009)
Co-authored with Mads Bødker and Jonas Hedman
Winner, Best Paper Award
Abstract: The purpose of this paper is to complement previous research on the adoption and use of smart phones by introducing theories from consumer research and media use. The focus is on the both intrinsic and extrinsic values user experiences when possessing, interacting and using smart phones as well as media use behavior. As such, it shows how the theories of consumption values and its five value categories: functional, social, emotional, epistemic, and conditional are useful supplements to traditional conceptualizations and explanations of smart phone adoption. Using concepts from consumption values theory to explain the user’s activities and experience of the iPhone, we show how the smart phone can be usefully articulated as in terms of consumption. It also implies that the use as such is an end by itself and not only a mean to reach some other objectives, e.g. calling or surfing. In addition, we portray the smart phone use as a question of fit. These can be beneficial perspectives 1) when designing smart phones and wireless devices in the future and 2) when describing, explaining, and predicting the diffusion and adoption of smart phones and other technologies in general.
“Smart Phones and their Substitutes: Task-Medium Fit and Business Models”
8th International Conference on Mobile Business (June 2009)
Co-authored with Mads Bødker and Jonas Hedman
Abstract: Drawing on data from a longitudinal field study, this paper investigates the influence of existing, better and stand-alone technology substitutes on the use of smart phones. By applying prospect theory, media richness theory, and business model literature, the purpose of this paper is to improve our understanding of the role of substitutes, device content fit issues, and implications for business models by asking the question: What is an effective business model to address the relationship between user preference and the fit of the smart phone and everyday task? The field study data suggest the need for business models to recognize that adoption decisions are reference-dependent and strongly influenced by the fit between task and smart phone.
Keywords: media richness, substitutes, task-Medium fit, Business Models, iPhone
“Decision Models and the Use of Wireless Technology”
17th European Conference on Information Systems (June 2009)
Abstract: Many nations boast high broadband internet penetration. In many of markets, consumers can choose among competing technologies to connect to the internet. Much research in the IT diffusion domain has been useful for examining the adoption of individual technologies. This paper explores technology adoption in an environment in which different technologies fill a similar need by focusing on wireless internet access. This paper uses a series of focus group interviews to analyze the use of cognitive referencing in the form of reference prices, situational (status quo) framing, and mental accounting as potential determinants of technology adoption. The findings of this study suggest that adoption decisions are reference-dependent and that researchers should consider users’ referents when studying adoption in the wireless broadband market.
Keywords: Pricing, technology choice, diffusion theory, adoption, standards, wireless, broadband, qualitative research
Teaching
Process Innovation (graduate)
Innovating with Emerging Technologies (graduate)
Topics in Digital Innovation (graduate)
Define & Innovate Business Processes (undergraduate)
Building IT-Enabled Business Process Management Systems (undergraduate)
Digital Business Transformation (undergraduate)
Technology for Entrepreneurs (undergraduate)
Topics in Information Systems (graduate)
IT Project Management (graduate)
Managing IT Projects (undergraduate)
Change Management (graduate)
Mobile Business Strategy (graduate)
Electronic Commerce (graduate)
Critical Issues in IT Management & Strategy (undergraduate)
Critical Issues in IT Management (undergraduate)
Business Information Systems (undergraduate)
Microcomputer Applications for Business (undergraduate)
Introduction to E-Business Strategy (graduate / TA)
Awards
Robinson College of Business Faculty Recognition Award for Distinguished Contributions to Teaching (2018)
Top Professor – voted by students of the MSIS Digital Innovation Concentration (2022)
Top Professor – voted by students of the MSIS Big Data Management & Analytics Concentration (2022)
Top Professor – voted by students of the MSIS Digital Innovation Concentration (2019)
Top Professor – voted by students of the MSIS Big Data Management & Analytics Concentration (2018)
Top Professor – voted by students of the MSIS Big Data Management & Analytics Concentration (2017)
Top Professor – voted by students of the MSIS Enterprise Systems Concentration (2016)
Top Professor – voted by the Master of Science in Managing Information Technology students (2016)
Best Paper – “The Values of Using Smart Phones.” The 32nd Information Systems Research Seminar in Scandinavia (IRIS32), Molde, Norway, 9 August 2009