Leaving Nothing to Chance: Modeling the Proactive Structuration of a New Technology

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Working Paper

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Adaptive structuration theory (AST, DeSanctis and Poole 1994) describes how people come to understand and use a technology. In this paper we develop the idea of proactive structuration −− how social networking can be proactively managed in order to speed the comprehensive adaptation of a technology within a community of users. We examine two facets of proactive structuration – formal institutionalization of a community of practice and socialization of users – and stochastically model the impact of proactive structuration on comprehensive adaptation latency. Implications for the effective management of new technology adoption are discussed.