Media choice for complex and knowledge-intensive processes

In this paper we present a theoretical framework that focuses on examining the implications of the process characteristics of complexity and knowledge intensity on the media quality of communication. Communication quality is defined along the dimensions of interactiveness, richness, and precision. Using this three-dimensional construct of communication quality, we provide a classification schema for the common media types. This schema classifies media choices into eight groups of unique communication quality. The three-dimensional framework provides managers with an analytical tool to make decisions regarding the choice of media choice based on the communication quality needs of the processes. Our thesis is that managers should develop a communication infrastructure that is capable of providing appropriate communication supports to the various processes. In organizations where media choice decision making and process set up have followed a different pathway, the communication quality supported by the already installed communication technologies may differ that required by the process setup within the organizations. The framework presented in this paper can be used by managers as a diagnostic tool to identify the process-communication misfits for correctional measures.