Determining how notions of digital books influence digital divide and decision-making for organisations is problematic, not least because it is an evolving concept, rooted in consumer and organisational awareness in relation to levels of technological adoption. The concept represents a phenomenon that is elusive and prone to misconception. This paper examines how individual choices about IT products impact on social conceptualisations concerning rapid diffusion of information and utilisation of technological innovations. A two-stage research design solicited perspectives regarding online marketing challenges to marketing in the bookstore industry. Themes emerged that were developed into a conceptual model. It is suggested that firms must manage different customer segments through different value propositions, based on a multidimensional segmentation scheme that recognises the dynamic nature of value and value propositions to help managers classify customer portfolios and create effective value propositions.

Introduction

The digital and knowledge economy have brought about a world in which wealth and power increasingly depend on information technology, intellectual property and control over information flows (Simmons, 2008; Ozuem and Lancaster, 2014; Rose, 2018). In one sense, such an economy provides an extension of democratisation through the spread of ideas and resources; whilst in another context it contributes to a ‘digital divide’ (DD) between those with wide access to digital products and knowledge and individuals who do not (Wijetuga, 2014; Epstein et al., 2011; Li et al., 2013). Brake (2013) argued that differences in the amount and diversity of use and in the degree of creative use are bigger than differences in physical access and in skills. Determining how notions of digital books influence digital divide and decision-making for organisations is problematic, not least because it is an evolving amorphous concept, rooted in consumer and organisational awareness in relation to levels of technological adoption. The concept represents a complex phenomenon that is ubiquitously elusive and frustratingly prone to misconception. We use a phenomenological hermeneutical approach to comprehend freedom of choice and how individual decisions have ramifications for society in general. What is important is our presence within the world and environment. Phenomenological hermeneutics is not about abstract supra-individuals or transcendental egos; rather, it involves understanding people in actual situations. We examine how individual choices about IT products impact on social conceptualisations concerning the utilisation of technological innovations. Rapid diffusion of information and communication technologies in recent years has added an important element to the issue of a DD, particularly the adoption of digital reading devices. In this context, individuals have defined the DD in varied ways, but with no conceptual framework to link different types of computer-mediated environments, or to indicate their interaction in influencing effective online marketing strategy.