Re-visioning corporate communication: A case study of videoconferencing implementatio

Purpose. The purpose of this study was to create a useful framework for the implementation of videoconferencing technology. The framework will help organizations to better understand the roles that culture, process, and technology play in successful videoconferencing system implementation.;Methodology. The research was conducted as an embedded single case study. Research instruments were a case study protocol, a cross-sectional survey; a set of structured interview questions; and a routinization score sheet. Data were analyzed at three levels; the Videoconferencing network (system as an entity); the Network Nodes (geographically-dispersed sites); and the Network End Users (Individual conference participants).;Findings. The data demonstrated differences in site-specific implementation methodology and organizational factors, as well as in performance measures between the network nodes. A comparative analysis of these differences indicated that culture variables (formality in the organization, positive managerial attitudes toward change) and process variables (professionalism of staff, formal documentation for conference schedules and for end user training) played a larger role in successful system implementation than did technology variables. Videoconference participants were quite tolerant of physical inconveniences, reasonable travel distances, facility layout, and minor system glitches. Only when the network link failed repeatedly did participants abandon the videoconference and resort to an audioconference.;Conclusions and recommendations. The study concluded that the Culture-Process-Technology (CPT) approach provides a useful framework for success in videoconferencing implementation. The study recommended (1) that organizations should ensure that managers at all levels are willing to support the implementation process; (2) that videoconferencing "champions" be found to administer the system at the project level; (3) that operator training programs be developed to create a wide base of skilled end users; (4) that conference schedules be published regularly to inform end users of meeting times and to sustain ongoing interest in videoconferencing; and (5) that use of videoconferencing system features be consistently modeled to encourage the use of innovation and the re-invention of technology.