This “centipede model” suggests three major issues for future research agendas
In understanding the impact of the Internet. First, developing “individual-centric”
models of industry power is necessary. Second, developing new innovation models is
vital—ones in which the roles of the individual and corporation are often reversed
(i.e., where the individual is the source of innovation, not the adoptor of innovation). Third, developing models that explore the impact of technology on individuals, organizations, and society in a parallel structure rather than serially will be necessary to understand the full impact of a technology that has a far greater potential impact in a such shorter time because of the level of infrastructure already in place. This infrastructure will be the springboard of new models of innovation, business, and society. Understanding the integrative complexity of these perspectives is vital as academics seek to interpret a world that seems to be increasingly unfolding before them in real time.