Shaping technology across social worlds: groupware adoption in a distributed organization

In this paper, we draw on theory about social worlds to analyze how different organizational contexts affect groupware adoption. We report on a study of the adoption of data conferencing in a large distributed organization. Our data show that the diffusion process, which was driven by the users, was a result of communication and transformation of the technology across different social worlds. We also discovered that membership in multiple social worlds in an organization creates a tension for the potential adopter who is in a distributed team. To function effectively, team members must uniformly adopt the technology, yet some may face resistance at their organizational homes. Our case study showed that adoption was affected by organizational sites having conflicting views of the value of collaboration, different amounts and needs for resources, and different acceptance of technology standards. Potential technology adopters on distributed teams are faced with conflicting loyalties, constraints, and requirements between their distributed collaborations and organizational homes.