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2. Introduction 2.1 The nature of the problem Organizational investments in computer aided information and communication technologies have expanded dramatically in most industries of the western business world over the last 50 years. The most central reasons for these investments in technological change are improved productivity; enhanced efficiency or quality; reduction of problems, mistakes, or danger; enlarged span of information, knowledge or control; and enhanced communication or prestige (Crespi et al. 2006; German Statistisches Bundesamt 2007). However, simply purchasing technology is not enough. In order to obtain an anticipated effect, technology must be used "appropriately" (Agarwal and Prasad 1997, p.15). Such appropriate use is called 'technology adoption' throughout the study. It is contrasted with 'technology acceptance behaviours' used to express the variety of behaviour from endorsing a new technology eagerly through fast or slow conformity with organisational decisions to hidden or open rejection. This breath of behaviour is often inter-situational and even inter-personal. It has the effect that many technology products do not fail in convincing management during the sales process; they are thwarted during test installations or in the rollout phase.
List of contents
Foundation.- Abstract.- Existing Theories Considering Technology Adoption.- Methodology.- Methodology.- Literature Review As Frame Analysis.- Individual Perspective.- Societal Perspective.- Organisational Perspective.- A Merged Perspective.- Findings.- Emerging Data and Data Analysis.- Discussion and Implications.- Conclusions.
About the author
Dr. Ute Hillmer is senior consultant and owner of Better Reality Marketing. She consults, coaches and teaches in international technology marketing and innovation management.
Summary
Innovation and technological change is a vital driving force in the economy. Ute Hillmer investigates technology acceptance behavior in the mechatronics industry in Germany and develops a multi-disciplinary understanding, which includes psychology, sociology and business science. It is shown that individuals accept new technologies more easily, if the technology replicates their individual social values and if the implementation process considers the prime social values that can typically be found in their social networks. This book offers categorizations of individuals and deduces recommendations for actions to sustainably improve the development and introduction of technologies for all parties concerned.
