| The introduction of new communication technology into the environment can lead to organizational adaptation, in particular, organizational learning. This thesis examines an organization's adaptive response to the challenges created by communication technology in the environment.;The changes to communication technology in the environment have affected all areas of organizations; this thesis focuses on the function of external communication. External communication functions are located at the boundary between an organization and its environment. As a result, any changes to communication technology in the environment directly impact these boundary functions.;This research extends classical systems theory and studies the role of structural and cultural changes in an organization's adaptation to communication technology. The focus of this research is how the introduction of communication technology in the environment has affected external communication practices, how external communication functions have adapted to the changes in communication technology, and how external communication functions have adopted the new communication technology to deal with the changes in the environment.;To illustrate the characteristics of organizational adaptation to communication technology in the environment, this thesis includes a case study of the Calgary Stampede Organization. (Abstract shortened by UMI.). |
