Rapid growth in electronic commerce activity raises many questions about technology adoption, implementation, and success that to date has not been addressed with empirical research. Extending the results of an in-depth case study of electronic commerce adoption, this paper seeks to test several propositions across organizations and industries, and explores the organizational characteristics that appear to influence adoption. Early results seem to indicate that the historical use of technology is not a predictor of success or failure in electronic commerce adoption and that an aggressive business strategy is a stronger indicator of adoption behavior. With the electronic commerce phenomenon, even conservative users of technology can change their normal adoption strategy and become successful in a new and innovative area that supports their core competence.