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"Leaving Nothing to Chance: Modeling the Proactive Structuration of a New Technology"

Gregory B. Northcraft, Terri L. Griffith, and Mark A. Fuller


First Author :

Gregory B. Northcraft
University of Illinois at Urbana-Champaign, College of Business
1206 S. Sixth Street, MC 706
Champaign, IL 61820

Second Author :

Terri L. Griffith
Santa Clara University

Third Author :

Mark A. Fuller
Washington State University

Abstract :
Adaptive structuration theory (AST, DeSanctis and Poole 1994) describes how people come to understand and use a technology. In this paper we develop the idea of proactive structuration -- how social networking can be proactively managed in order to speed the comprehensive adaptation of a technology within a community of users. We examine two facets of proactive structuration formal institutionalization of a community of practice and socialization of users and stochastically model the impact of proactive structuration on comprehensive adaptation latency. Implications for the effective management of new technology adoption are discussed.
Keywords :
Communities of Practice, Organizational Learning, Structuration Theory
Footnotes & Acknowledgements :
Please do not quote without permission of the authors.
Manuscript Received : 2009
Manuscript Published : 2009
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