Are Marketers Prepared for the Implementation of Radio Frequency Identification (RFID)?

In a recent study Ireland ranked as the second most sophisticated country after Sweden in terms of its use of information and communications (ICT) in business (Booz, Allen Hamilton, 2004). This paper reports on a study investigating the readiness of Irish companies for the adoption of innovative technologies. Specifically, it focuses on the preparedness of Irish retail firms to adopt Radio Frequency Identification Devices (RFID). Data from the conducted case studies indicate a marked lack of readiness of these firms to adopt a novel ICT technology that may have transformational potential for their business (see Ferguson, 2002). We discuss reasons for this state of affairs and consider marketing and organisational implications for firms that attempt to adopt innovative ICT technologies. We conclude with suggestions for further research into the implementation challenges of RFID and similar novel technologies