Electronic Commerce in Denmark: the Spread of EDI in Business-To-Business Transactions1

Electronic Commerce in Denmark: The Spread of EDI in Business-to-Business Transactions1 Niels Christian Juul, Kim Viborg Andersen, and Niels Bjørn-Andersen Center for Electronic Commerce, Department of Informatics, Copenhagen Business School2 in the diffusion and character of EDI or whether to Abstract rely on market forces to determine the manifesta- tion of electronic commerce. In most modern The use of EDI in business transactions is con- economies, this ideological twist is confronted with sidered a prerequisite in turning both private and the reality of governments' large share of the gross public business towards electronic commerce in the domestic product, which, as a consequence, both next century. The national strategy in Denmark has directly and indirectly affects the economy through been to promote the usage of EDIFACT-based EDI purchasing volume, fiscal authority, etc. in both the public and private sector. In our study of EDI-usage in Denmark, we have found this strategy This paper is concerned with why and how the only partially fruitful, so far. Danish government attempts to stimulate the diffusion of EDI (Ministry of Research and Information We are monitoring the state of EDI usage in Technology, 1996), thereby facilitating electronic Denmark based on VANS, direct proprietary con- commerce at large. Our group has initiated a con- nections, and TCP/IP-based networks to evaluate tinued monitoring of EDI-usage in Denmark. The the governmental actions within the area of EDI. initial results from this monitoring describe the de- Our study suggests that the governmental initiatives veloping usage of EDI from 1995 to 1998 within have been successful within the areas vital to the and between both the private and the public sector public services and instruments, but lagging in sup- (Andersen and others, 1998b). porting the private sector's need for EDI and lagging in the public sector's own management. It has been suggested that there has been an up- take of Internet based business-to-business traffic Although Internet based EDI is growing, the for the period 1995-1997 and that the VANS op- business-to-business traffic through VANS, pri- erator has been a victim and unaware of this devel- marily using EDIFACT, hasn’t been hampered. opment. EDIFACT should be in the defensive and Throughout the 1995-97 period VANS traffic decreasing. It has also been questioned whether the shows an annual increase of 33% in number of public sector has been a proactive player in the dif- bytes and 46% in number of messages. fusion of EDI. Finally, small and medium-sized enterprises should be the victims of the EDI use. 1. Introduction We have, however, not been able to verify any of these hypothesis. Electronic commerce in both the public and the private sector involves a broad area of administra- To distinguish between standards for EDI mes- tive processes and documents. A conventional di- sages, the means and ownership of transport chan- lemma for the government is whether to intervene nels, the technology used in transport channels, and the integration of EDI within the IT systems of the businesses involved, a typology for EDI is pre- 1 sented in Section 2. The governmental instruments This study was funded by the Danish EDI Council and the are briefly discussed in Section 3, whereas Section Danish National Center for IT Research. 4 presents the Danish background and the national 2 Authors address: Copenhagen Business School, Howitzvej 60, DK-2000 Frederiksberg, Denmark. EDI strategy. We evaluate this strategy in Section 8 URL: http://www.inf.cbs.dk and http://www.cbs.dk/cec based upon the survey data presented in Section 5 Phone: +45 3815-2400 Fax: +45 3815-2401. and examples of EDI implementation in Sections 6 E-mail: [ ncjuul | andersen | nba ]@cbs.dk and 7. addition to developments in financial and produc- tion control systems, all of which have been im- Figure 1. EDI Typology portant to the EDI development. Within the public 7UDQVSRUW PHGLD 0HVVDJH IRUPDW sector it is especially the common filing of data VANS EDIFACT from companies into a “datawarehouse” and the Internet Propietary Leased lines (', application of Basis Procurement that are signifi- (intranet, extranet , a.o.) cant in terms of EDI application. Within the private sector it is the integration modules to manage- ,QWHUDFWLRQ DXWRPDWLRQ ment accounting systems, like Concorde, Navision and SAP/R3, that enable full integration with Full integration (both ends) Semi-integration, EDI-lite EDIFACT. Thus, there is a range of different inter- ests in terms of EDI application connected to the type of transport, integration and standards for the 2. EDI, EDIFACT, and the Internet message itself, as illustrated by Figure 1. In 1996, most of the attention was focused on 2.1 Media and Formats application of the EDIFACT framework standard in business-to-business commerce. It opened up the One key to the understanding of EDI imple- possibility of solving a number of the problems that mentation is to distinguish between two levels of may occur in connection with sending and receiving EDI traffic: orders and invoices and the logistics of just-in-time • The transport form: E.g. disc, CD-ROM deliveries. UN/EDIFACT is a UN accepted global or tape via physical postal service, VANS standard that makes it possible to reduce transaction operators, Internet, own network based on costs and ensure a quick/safe delivery of data. closed (proprietary) standards, or own Among the challenges in 1996 were preparing busi- (closed) network based on open standards, ness specific manuals in application of EDIFACT, e.g. TCP/IP. solving discrepancies in relation to the American ANSI-standard and adjusting privately agreed for- • The message format: EDIFACT-based or mats. own (proprietary) formats. Manuals in the application of the EDIFACT- 2.2 EDI Integration in Business Systems standard have been prepared through EANCOM (EAN Denmark). In addition to the manuals EAN On this basis and in accordance with Figure 1 Denmark also assigns location numbers to identifi- we have also looked at the degree of integration cation of a company (or parts of it) in connection between data interchange and data processing in with EDI transactions. If you order goods it is of both ends of the communication. The analysis also course important that both the product code and or- describes the depth of the EDI application with a der are accurate. view to automation. Where EDI has not yet been fully integrated in both ends, we normally find sys- Since 1996 the TCP/IP technology has become tems that: so disseminated that a range of new companies and • public authorities have decided to apply data entry in the initiating company’s end are inte- forms, etc. to transfer orders of goods over the In- grated with the company’s own systems via ternet. Transfer of data in the electronic form can either proprietary standards (P) or also be done via proprietary formats, such as the EDIFACT (E), and SWIFT system used among banks. • in the ends of the cooperating companies are decoupled the local systems, normally Other central technology applications in this pe- by applying form-based EDI, where the co- 3 riod comprise datawarehousing and datamining in operators e.g. use a Web-browser to complete/update a form and return it electroni- cally to the company’s systems. 3 Datawarehousing applies common storing of data, which can be retrieved by means of datamining. Oracle, e.g. provides To the extent that a company stores data for its such solutions. cooperators, e.g. by means of databases, the solution is to the advantage of the cooperators who e.g. We view both direct and indirect actions as are saved from reentering former entered (and having four modes (Damsgaard and Lyytinen, stored) data. The solution can also be established 1997; Andersen and others, 1998c). Whereas, the on the basis of business. Companies without their first three modes encompass the traditional gov- own EDI modules which need to exchange docu- ernment actions, organizational management is ments horizontally or vertically with large compa- equally important: nies that integrate EDI fully can establish a com- 1. pedagogical, mon database between a group of member companies. 2. economic, 3. normative initiatives for the use of EDI in 2.3 EDI Types general, and A complete classification of the EDI application 4. organizational management for the public today will include a large number of categories, sectors' own organizations which we have gathered into three main categories: In many countries such as Denmark, the public 1. Proprietary standards that include all sector may be a more avid user of EDI than the pri- EDI application where the messages are vate sector. Consequently, government actions may never based on EDIFACT, except category affect both the demand-pull as well as the supply- 3. push for EDI in the private sector. Accordingly, 2. EDIFACT-based standards that include when we address the question "how does govern- all EDI application where the message on ment intervention affect the EDI-diffusion process", its way is based on EDIFACT, including both the public sector’s diffusion and the private form-based EDI that is converted to sector’s adaptation are of equal interest(Southern, EDIFACT “on the reverse side”. 1997; Graham and Lobet-Maris, 1994). 3. Browser-EDI that describes the form- A plethora of instruments reflects how compli- based EDI which is not EDIFACT-based. cated it is to stimulate the diffusion of EDI and to estimate how government intervention affects the As our survey has been keen on EDIFACT, the process. For example, the TradeNet in Singapore obvious fourth category, Browser-EDIFACT, has did not achieve success status merely by bottom- been included in the second category when report- line analysis and top-down steering.

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