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Senior level executives (15) reported barriers and challenges to the adoption and usage of e\u2010markets operating in the aerospace and defence and higher education sectors. The interview data is transcribed, coded and analysed using the qualitative data analysis programme QSR N6.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The paper found a number of barriers and challenges related risk perception, knowledge deficits, trust, firm size, and organisational readiness that moderate the adoption and usage of e\u2010markets in the sectors.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>There is unequal representation of buyer and supplier organisations between the two e\u2010market sectors. However, the case material enabled the research question to be answered and did not compromise the aims of the research.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The case material presented in the paper can help academic researchers, managers, practitioners and other professionals better understand the barriers that impinge on e\u2010market adoption and find practical ways to mitigate those barriers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>Recently, research on the barriers and challenges to e\u2010markets has been largely anecdotal and patchy with a paucity of studies noting factors that are likely to be conducive to e\u2010markets success. This study departs from such studies by offering empirical evidence of the factors in moderating the uptake of e\u2010markets.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02635571011020287","type":"journal-article","created":{"date-parts":[[2010,2,27]],"date-time":"2010-02-27T07:00:46Z","timestamp":1267254046000},"page":"157-174","source":"Crossref","is-referenced-by-count":62,"title":["Barriers to innovation adoption: a study of e\u2010markets"],"prefix":"10.1108","volume":"110","author":[{"given":"Michael","family":"Johnson","sequence":"first","affiliation":[]}],"member":"140","reference":[{"key":"key2021010420162001100_b1","unstructured":"Allen, J.P. (2000), \u201cInformation systems as technological innovation\u201d, Information Technology & People, Vol. 13 No. 3, pp. 210\u201021."},{"key":"key2021010420162001100_b2","unstructured":"Anandalingam, G., Day, R.W. and Raghavan, S. 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