The objective of this research was to determine if a convergence in understanding between providers and users of a technology would result in greater innovativeness regarding that technology. Two mechanisms were proposed for achieving greater convergence: (1) more frequent communication and (2) the use of richer communication channels. Here, convergence represents the degree of mutual understanding between the technology providers and the other business personnel about the firm's business activities and the importance of the technology in supporting those activities. Frequency of communication indicated the degree to which the technology providers and the business personnel had communication contact, while richness of communication was determined by the type of communication channel used. These means of communication ranged from face to face, computer mediated, to written channels of communication. The convergence construct was operationalized in terms of the value chain framework where 14 business activities (primary and secondary to the value chain) were identified. Convergence thus represents the degree of mutual understanding between the technology providers and the business personnel regarding the importance of these business activities and the importance of the technology in supporting these activities. Innovativeness was determined through expert evaluation of information technology innovativeness. This research was conducted in two United States divisions of a large multinational firm. The units of analyses for the research constructs were the departments in these two divisions. The constructs were measured over five periods of data collection so that longitudinal, causal analysis techniques (cross-lagged correlations and path analysis) were used to investigate the research model. The following results were obtained: (1) convergence was found to be a predictor of innovativeness, (2) communication richness was a predictor of convergence, and (3) communication frequency was a predictor of both convergence and communication richness. This study provided two important extensions to the often-studied relationship between communication behaviors and innovativeness. First, this research showed empirically that the richness of communication influences innovativeness and, in fact, may be the more relevant predictor variable. Secondly, this research showed that convergence is an important intervening construct in the communication activity/innovativeness relationship. Interestingly, the research model only suggested a causal relationship for convergence on the importance of the primary business activities. Thus, the intent of this study to examine the proposition that frequent and rich communication exchanges produce a convergence in understanding among technology providers and users and, that this convergence directly promotes organizational innovativeness was supported.
The primary objective of this study was to identify the perceptual dimensions used by 158 managers and their professional staff at a single large manufacturing firm in differentiating fourteen distinct communication channels available in the firm. Six candidate criteria for differentiating these channels were examined (channel accessibility, information quality, immediate feedback, cue variety, personalization, and receiver accessibility) using multidimensional scaling. A secondary objective involved assessing whether communication direction influenced perceptions. Responses were obtained for two intraorganizational communication directions: lateral and downward. Results indicated that these individuals applied a perceptual framework involving three dimensions: information feedback, accessibility, and quality. Further, a perspective shift from the “message sender” to the “message receiver” was observed in moving from lateral to downward communication. The observations of directional differences demonstrate the inappropriateness of either ignoring communication direction in research designs and of directly transferring research models and instruments that pertain to one communication direction to another direction. Taken together, these results may prove helpful in developing a richer theoretical basis for exploring task/media relationships, which in turn may lead to future research findings providing recommendations for improving individual and organizational performance.
This study examines the impact of the introduction of voice mail on (1) the effectiveness of the interorganizational relationship between a manufacturing firm and its network of dealerships and (2) the sales performance of these dealerships. As voice mail was introduced into two of five sales regions, this trial intervention provided an opportunity to assess these organizational impacts using a quasi-experimental research design. The results indicate that voice mail enhanced interorganizational effectiveness as measured by dealership sales performance in two primary ways: directly, due to the store and forward nature of voice mail; and indirectly, due to improved interorganizational relationships between the manufacturer’s field representatives and the dealerships’ sales managers enabled by the more effective use of written communication media. The study also demonstrates the importance, when examining the organizational impacts of information technology, of devising data-gathering procedures which tightly link the functionality of the technology being examined to specific organizational processes.
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