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Technology Adoption: Organizational Learning in Oil Firms Jaana Woiceshyn

Faculty of Management, University of Calgary, Canada

What makes the adoption of technology in some firms a successful process, while others experience difficulties? Based on a retrospective case study, this paper compares the process of adopting horizontal drilling technology in two large Canadian oil companies; one a more successful and the other a less successful adopter of technology. Adoption is viewed as a process of organizational learning which proceeds in a feedback loop from observing, interpreting, integrating to acting. The two companies differed both in these processes and in the factors facilitating or impeding them: capability, resources, motivation, effort, shared values, incentives, and external triggers. The implications for researchers and managers are discussed.

Key Words: technology adoption processes • organizational learning • oil industry

Organization Studies, Vol. 21, No. 6, 1095-1118 (2000)
DOI: 10.1177/0170840600216004


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