Overcoming the barriers to e‐cluster development in a low product complexity business sector

Purpose – The purpose of this paper is to investigate the issues that impact negatively on e‐cluster development in a low product complexity industry and identification of key factors to overcome the barriers. Design/methodology/approach – Structured interviews were used to identify perceived value and user expectations from e‐clusters. Workshops involving assessment of a prototype e‐cluster validated user expectations. A mapping study and best practice review provided a basis for e‐cluster application development and assessing potential industry uptake. Findings – Interest and perceived value of e‐clusters varied according to size of organisation with smaller organisations primarily interested in e‐connectivity to retailers and e‐business development. Organisations of all sizes, however, indicated a willingness to learn from each other and partner although level of e‐connectivity was average and overall level of sophistication was low. Practical implications – Industrial review and acceptance of a prototype e‐cluster that would enable organisations manage several critical aspects of their operations from a single interface. Originality/value – The paper provides new understanding of key issues that impact the operational benefits of e‐clusters and, in particular, factors that would underpin the success of e‐cluster success in a competitive, insular, low product complexity industry. This presents an informed basis for e‐cluster managers and members to successfully manage their initiative.