Introduction

The term "digital divide" has been used to describe the inequalities in the use of the Internet and other telecommunication technologies among and within countries (OECD, 2001). The need for the elimination of the digital divide points to a need for effective technology diffusion policies. Such policies can support companies and individuals to familiarize themselves with new technologies besides their financial situation, culture, gender, or race. A number of questions in the examination of issues related to effective information technology diffusion policies arise from the so-called digital divide. Where does it occur and why? What are the diffusion strategies that can be used to alleviate it? Who are the stakeholders that mostly need information and advice?

Stakeholder theory has been previously used for the examination of entities involved in the electronic commerce policy making by government agencies at a national level (Papazafeiropoulou, Pouloudi, & Currie, 2001). It is argued that national governments that have a holistic view of the stakeholders acting in the market can be sensitive to particular needs of different interest groups. They can consequently be more effective in the application of their strategies and act proactively in a rapid technologically changing environment. In this chapter the normative implications of stakeholder analysis are further investigated for the examination of issues related to who the stakeholders are that are the target of a diffusion strategy and why. We argue that stakeholder analysis has the effect of making policy makers more aware of what is at stake and therefore take action to reduce the digital divide. By identifying the needs for training and advice of less advanced stakeholders, the discussion leads to the consideration of what rights and responsibilities stakeholders have in such a context.