Project MI-Net: An Inter-Organizational E-Business Adoption Study

Abstract

This case gives a detailed description of the adoption of an e-business initiative by Miracle Industries Limited (MIL), a fast-moving consumer goods (FMCG) organization in India. The initiative involved linking up with key distributors so as to get important sales-related data on a real-time basis. The case describes how the decision to adopt the project was taken after a comprehensive analysis involving a detailed cost-benefits study, and an examination of the roles of various stakeholders — the distributors and the Territory Sales Officers. It also illustrates how the organization proactively managed the changes introduced by the adoption by communicating extensively about the benefits of the project to the stakeholders, and by providing training and incentives to them. The role of the existing IT infrastructure and unambiguous support from the top management in enabling a smooth rollout is also discussed. Finally, the dissatisfaction of some distributors in the post-implementation stage has been captured.