FIGURE 16  Strategic Goals of IT Usage as an Average of  Relative Efficient  Firms 

High

Operations Focus

Dual Focus

9%

46%

Internal

Unfocused

M arket Focus

10%

35%

Low

Low

External

High

Source: CRITO Global E Commerce Survey, 2002; unweighted sample. 

Figures 16 and 17 indicate that the results of the DEA model are not random. The differences 

between  efficient  and  inefficient  users of e commerce are measurable in the DEA, as well as 

in the Kraemer model. Based on different questions, significant differences occur.

FIGURE 17  Strategic Goals of IT Usage as an Average of  Relative Inefficient  Firms 

High

Operations Focus

Dual Focus

10%

28%

Internal

Unfocused

M arket Focus

33%

29%

Low

Low

External

High

Source: CRITO Global E Commerce Survey, 2002; unweighted sample. 

The results provided in Figure 16 and 17 are tested by using Pearson's chi square significance 

tests. A strong deviation between the observed and the expected number of valuations is 

indicative of a close relationship between the tested attributes  efficiency  and  IT usage  in the 

cross classified table. For the operational focus, the hypothesis that there is no significant 

correlation between the efficient usage of IT and the strategic orientation to reduce costs can be 

denied with an error probability of 0.004%. For the market focus, the hypothesis that there is no 

significant correlation between the efficient usage of IT and the strategic orientation to enter new 

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