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      The digital divide has been defined as “the gap between individuals, households, businesses and geographic areas at different socio-economic levels with regard both to their opportunities to access information and communication technologies (ICTs) and to their use of the Internet for a wide variety of activities” (OECD, 2001).Understanding the divide was important in the Management field because it had an important impact on how firms competed globally, how they have related to their customers and business partners and also how they have formulated their strategies for online commerce.

     For me, the relevant aspect was that profitable business strategies were predicated on the existence of the divide. For example, Riggins [2004] “notices that for sellers operating in both online and offline channels simultaneously, the digital divide can act as a natural segmentation mechanism to help differentiate the market place” Frederick J. Riggins (2005). If I were to talk about the organizational level, managers liked to see their trading partners investing in the latest ICTs and they also preferred that their competitors did not use new technologies. Subsequently, I noticed that if the competitors did not utilize new technologies they wouldn’t be considered trade partners anymore because they wouldn’t keep their place on the market. Economics has provided a useful theoretical outlook when taking into account the impact of the digital divide on the labor force.  Research that used this perspective has examined the impact of computer usage in the place of work on changes in wages for white collar workers.  As more workplaces required IT skills, the digital divide might be perpetuated between those who were required to use technology on the job and those that didn’t face such requirements.  Using CPS data from 1984 to 1989, Krueger [1993] I found that employees who used computers at work earned 10% to 15% more than other employees, all else were held equivalent. Overall, these studies showed that while IT skills are being required in more jobs, the direct impact on wages was uncertain. Another example of doing business well being adapted to the new media were the companies that kept in touch with their customers and potential customers on Facebook, Twitter and their own blog. This might be because of the feedback received from the customers; they promoted their products on these platforms and created an image for the clients. “Digital literacy is so important,” said Julius Genachowski. This is probably because the global competition increased and the complexities of bringing new products to marketing faster involved more and more alliances with trading partners, I could hypothesize that the role of top management in successful IT implementation will increase, especially in definite complex industries.

Having learned how important digital literacy is in the management field I now feel that I have an overview about how to survive and compete on the market. Having discussed about New Media platforms I now think how important it is to have all the necessary tools to make your company eye-catching for the customers and to keep in touch with them through feedback. This knowledge of digital divide will be essential in having a profitable company and being a fierce competitor. I have slightly improved my skills in communication, management and marketing. Having analyzed the digital divide in management I now realize that there is a considerable economic excess being resulting by users of sophisticated e-commerce functionalities such as online investing, recommended services and personalization technology. In conclusion, I think that the digital divide helps companies have better clients seeing that this divide separates the digitally literate from the others thus managing to improve the customers’ fidelity for their products and services. They also manage to “stand out in a crowd” through their online advertising. 

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