Abstract. The study analyzes the contextual factors impacting technology assimilation in an environment that is characterized by macro-economic changes, rapid technological innovations, emerging industry practices and shifting organizational contexts. Stones' strong structuration theory (SST), a refinement of Giddens' structuration theory, is used as the theoretical lens for studying the technology assimilation process. SST is used to analyze the structuration process at the micro-level and its impact on the structures at the meso/macrolevel. In addition, actor network theory (ANT) is used to analyze the role of heterogeneous actors in altering the structures as the actor network adapts to the technological innovations and changing contexts.Keywords: Structuration theory, Actor network theory, Technology diffusion, Technology assimilation.
IntroductionStudies of technology in organizations can be classified into two broad streams of research. The first stream adopts the ontological stance of discrete entities; the primary mechanism of diffusion being the moderation effect or technology impact; the methodology being variance-based studies; and the key concepts studied being technological imperatives or contingency models (Orlikowski & Scott, 2008). Most of the early diffusion studies fall into such a positivist stream of research and attempt to understand the relation between technology and organizational context, and its impact on the innovation diffusion process. The second stream of research adopts an ontological stance that assumes technology and organizations being part of a mutually dependent ensemble; the primary mechanism of diffusion being the interaction effect of technology with the organizational context and human actors; the methodology being process-based studies; and the key concepts being the duality of technology with technology viewed as both a physical and a social object (Orlikowski & Scott, 2008). A majority of the studies that fall into this stream of research focus on the interplay of technology and organization / human actors and the resultant impact on technology and organizational structures. While technology impact in organizations has attracted research approaches from both of these paradigms, technology adoption and diffusion studies has largely remained positivist in nature. Fichman (Fichman, 2000) points out the limitations of the