¹Department of Information Systems, The University of Melbourne, Victoria, Australia

Correspondence: Rens Scheepers, Department of Information Systems, The University of Melbourne, Victoria 3010, Australia. Tel: +61 3 8344 1575; Fax: +61 3 9349 4596; E-mail: r.scheepers@unimelb.edu.au

Received 28 February 2005; Revised 31 October 2005; Accepted 2 October 2006.

Abstract

Addressing the diversity in information requirements across the enterprise is a central challenge in enterprise content management. Enterprise information portals (EIPs) hold promise in this regard, offering each user a gateway to customized and personalized content. However, in large organizations EIP implementers face the complexity of tailoring portals for potentially thousands of users. A conceptual framework based on marketing fundamentals is developed to inform EIP implementation in this respect. It is argued that EIP implementers should view their user community as a number of distinct segments in order to address divergent needs more specifically (as opposed to a 'one size fits all' approach). For each identified segment, a 'mix' of content (product), distribution (place), promotion and price (cost) should be considered. The framework is applied to two cases of EIP implementation in large organizations. It is proposed that segmentation enables better planning of the overall EIP implementation effort. Considerations such as the number of user segments, customization, and personalization of content, and the funding of EIP development in large organizations are also discussed. The concepts elaborated here also hold theoretical relevance for other IS implementation contexts that involve very large user communities with diverse information requirements.