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Stock broking firms have openly adapted information and communication technology to improve their competitiveness and responsiveness in market conditions. Changes in Business practices have resulted from the wide spread adaption diffusion of information and communication technology.
Changes experience by a firm can be viewed as process of individual adoptions running parallel to the evolution of the business environment. To examine the diffusion of information and communication technology an ecological approached is used. This paper therefore develops a conceptual frame work to explore the ICT diffusion in the stock broking industry in the context of environmental evolution and selection. It is argued that the acceptance of an innovation is affected as much by the complexity of the interaction between the stock broking firms and technology. The proposed frame work can be used to provide an ameliorated understanding about the way in which ICT enabled innovation is diffused with in a technology oriented industry.⁴

Another study examines performance measurement in online securities companies in the Australian market place. Marketing managers of 7 online stock brokerage companies in Australian capital cities were interviewed and their online strategies and approaches were systematically reviewed and analyzed. The findings suggest that only 4 of the 7 companies were able to articulate a core value preposition and that only 2 companies used performance measurement in strategy decision making about the online component of their businesses. None of the firms was able to draw a direct connection between the performance measures implemented and the value preposition they claimed to offer to their customers. These findings have important implications for both practitioners and academics as they indicate a substantial deficiency in both the theory and practice of online performance measurement. Avenues for further research in the area of online performance measurement are suggested.

Methodology

For this study data has been colleted from primary and secondary sources. Primary data is collected from the respondents by using structured questionnaire. Secondary data pertaining to literature on online internet stock broking has been collected from the journals and internet.

Sample

A sample of 100 respondents / investors has been taken on the basis of simple random sampling technique from the twin cities of Hyderabad and Secunderabad. The respondents include business men, employees, and house wives who have inclination to invest in shares and other financial instruments.

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Dr. V. V. S. K. Prasad holds B.Com. from Andhra University, M.Com. (Accounting & Finance) from Acharya Nagarjuna University and MBA (Finance) from Ambedkar Open University. He also finished his Doctoral Research on "Leadership Styles & Organizational Effectiveness" from Ranchi University in 1992. Since then, he has been in teaching profession. He is currently serving as Professor MBA at The Hindu College, Machilipatnam.