CcIT – Meeting – March 2nd

1. CcIT – Meeting – March 2nd Gustavo Oliveira

2. Working Research Question • How are Web 2.0 tools being used in organizations? With what effects? • How does it affect behavioral aspects such as attitude towards collaboration? • How does it enable organizational change? • Conclusion: • Better framing/definition of Web 2.0 (social media) • Better framing of effects

3. Research Questions Found • “How far does technology determine the form taken by the structure of an organization? (Hickson, Pugh and Pheysey 1969) • “Has IT contributed to reform?” (Kraemer 2003) • “How do people integrate computer-based systems into their organizational activities?” (Kling 1982) • How managerial decisions affect adoption of information systems and their effects on organization structure? (Robey 1983) • How can person-centered computer technology enhance personal competence and self-esteem? (Kling 1973) • How is long-term change achieved with the use of information systems? (Keen 1981) • Which variables influence computer technology adoption in local governments? (Perry and Kraemer 1979) • “How are the attitudes towards information system and organizational change determined?” (Hodgson and Aiken 1998)

4. Some approaches found • Holistic perspective; organization as unit • Dual relationship (organization and technology) • i.e.: three “causal structures” (Markus and Robey 1988): imperatives; emergent • i.e.: Degrees of adoption of technology (“computing evolution models”); Nolan’s stage model • Systemic perspective (emphasis on interaction of elements – Harrington 1991) • Interaction between the technical and the human sub-systems (STS) • “Web of computing” (Kling 1982) • “Techno-behavioral” (Harrington 1991) • Cognitive vs. structural (Orlikowski 1992) • “Technical system” (task and process design) vs. “human system” (individual and group behavior patterns) (Hodgson and Aiken 1998) • Formal and informal organization • Degrees of effects of technology (Johnson and Rice 1987) • i.e.: adoptive vs. adaptive

5. Technology and organization • Individual/perceptual perspective • “Lines of work” (Kling 1982) • External context vs. individual traits • Capacity vs. Opportunity • Many models • Theory of Reasoned Action / Planned Behavior - Fishbein & Ajzen • TAM – Technology Acceptance Model • Social Cognitive Theory / Self-Efficacy – Bandura • Elaboraton Likelihood Model (ELM) - Petty & Cacciopo • Learning Theories (Behaviorism) - Watson, Skinner • Etc.

6. Research Question • How are Web 2.0 tools being used in organizations? With what effects? • Problem with this question: • 1. Different definitions of Web 2.0 tools • 2. Different degrees (modes) of use • 3. What aspects of organization, what level of “effects” are we talking about

7. Research Question • Working definition • User-generated content • Social networking (i.e. “following”) • Syndication (change in the channel) • Richer user interface (Ajax etc.) • Other characteristics • Different focus (i.e. not on “control” – Whisler 1970 – in the sense of better supervision.) • Different implementation: • Free • Independent of IT departments • In sum: it is a tool that was not (initially) made available by the organization

8. Research Question • Problem: different modes of use • External, internal, coordination • i.e.: Central vs. distributed word processing systems (Johnson and Rice 1987) • Twitter can be 2.0 but also “1.0” • Proposed solution: • The “what-for”: which tasks are being performed with Web 2.0 tools • The “how”: define levels of use (interaction: one-way, two-way), authenticity, deregulation etc. for each tool.

9. Research Question • Problem: difficult to define “change”, “effects” • “Change means replacing that which is established in favor of something new”. (Hodgson and Aiken 1998) • “To intervene is to enter into an ongoing work system for the purpose of improving its function” (Bostrom and Heinen 1977) • Sociotechnical system (STS) (Trist and Bamforth 1951; Cherns 1976; Bostrom and Heinen 1977)

10. Technology and Organization • The Leavitt “Diamond”: components of organization (Leavitt 1965) • Approaches to change Structure Task Technology People

11. The socio-technical system

12. Web 2.0 tools – what? • Some “old” ideas • Production / Coordination tasks (i.e.: communication and organizational memory are coord. tasks; design of a product or a making a loan is a prod. task) (Morton 1992) • Administrative / Operational / Competitive (Henderson and Venkatraman 1992) • Central vs. distributed word processing systems (Johnson and Rice 1987) • An idea • Pattern = tool + task (Feature? Type of tool?) • For each pattern, we define Features x Levels • Pattern = • Mode = group of patterns

13. Modes, patterns etc. example Mode Exchange info for a specific project • Examples of modes: • Marketing • Internal marketing (?) • Work coordination • Targeted Task Task Task Tool Tool Tool Facebook – employees’ subgroup page Task Task Task Tool Tool Tool Pattern Sensitivity of information: high, medium, low Dimension: n groups Participation: n people or x%

14. Web 2.0 tools • The effects • Some “old” ideas • Direct vs. Secondary (Bostrom and Heinen 1977) • Direct: modification/creation of tasks; changed locus of decision-making • Secondary: lower/higher motivation, job satisfaction; self-control of job pace; more/less communication with different job positions • Adoptive vs. Adaptive (Johnson and Rice 1987) • Relate patterns of use with specific outcomes

15. Web 2.0 and the organization Factors Technical pattern Outcomes Institutional (Policies, reward systems) Institutional (New processes, changed structure) Web 2.0 tool Individual (Attitudes, ability) Individual (Attitudes, job satisfaction) Task Management process (Implementation) Pattern of use, at a level

16. Web 2.0 Stage Action Intraorganizational influences External Influences Non-authorized, individual initiatives of use of web 2.0 tool Unpreparedness; management veto of use Technology change Decentralized use authorized; Weak control on adoption Increase in awareness Initial adoption [INITIATION] Increase in use (many people, departments) Unplanned use of Web 2.0 for Internal work New structure (creation of policies; hiring of dedicated people) Adoption organized [REGULATION] Perceived necessity of control IT response; adoption/approval of some tools Demands for cooperation from partners, clients IT Administration [ADMINISTRATION] Corporate adoption of tools; purchase of software New concepts; Internal use of social media Web 2.0 as strategy [INTEGRATION] Stage Model (partly interview-based) Increase in internal use

17. References • Bostrom, R. P. and Heinen, J. S. MIS problems and failures: a socio-technical perspective. Part I: the causes. • Cherns, A. 1976. The principles of sociotechnical design. • Harrington, J. 1991. Organizational structure and information technology. • Henderson and Venkatraman. 1992. Strategic alignment: a model for organizational transformation through information technology. In: Kocham and Useem. 1992. Transforming organizations. • Hickson, D. J., Pugh, D. S. and Pheysey, D. C. Operations technology and organization structure: an empirical reappraisal. • King, R. 1973. Towards a person-centered computer technology. • Kling, R. 1982. The Web of Computing: computer technology as social organization. • Morton. 1992. The effects of information technology on management and organizations. In: Kocham and Useem. 1992. Transforming organizations. • Orlikowski. 1992. Learning from Notes. • Perry, J. L. and Kraemer, K. L. 1979. Technological innovation in American local government. • Robey, D. 1983. Information systems and organizational change: a comparative case study. • Trist, E. L. and Bamforth, K. W. 1951. Some social and psychological consequences of the longwal method of coal-getting. • Whisler, T. L. Information Technology and Organizational Change.