Organizational Time Culture and Electronic Media

Abstract

This chapter explains the electronic media diffusion process within organizations and provides a guideline to implement electronic media within organizations. The concept of Hall’s (1976) time dimension culture, monochronic and polychronic, and two dimensions of media speed, production and interaction speed, are used to explain the media diffusion process within organizations. It suggests that the diffusion process and expected benefit of electronic media are significantly different, depending on national culture, organizational culture, and the characteristics of that medium. Therefore, careful examination and understanding of organizational time culture and the characteristics of media should be ahead of making a decision on electronic media adoption and implementation.