The impact of cultural and political dynamics on web site design, development, and implementation : An exploration of potential pitfalls

Purpose – The aim of this article is to contribute to extant management and internet literature through exploring the impact of human dynamics, interaction, and influence on web site design, development, and implementation within the context of broader internet operations development. Design/methodology/approach – Given the nature of the subject area under investigation and the need for both depth and rich understanding, an in‐depth, longitudinal case study approach was considered appropriate for this study. Findings – The evaluation of the process of web site design, development, and implementation identifies six cultural gaps and numerous instances of hierarchical political influence that combined with the medium of communication to shape both the articulation and the understanding of messages. Originality/value – This study will have significant appeal not only to management and culture theorists and practitioners, but also to those executives and academics interested in the processes and pitfalls of web site design, development, and implementation within the broader context of developing internet operations.