Organizing for technology adoption-the nucleus-snowball-hydra structure

The nucleus-snowball-hydra (N-S-H) structure, which can successfully and systematically assist an organization in institutionalizing large-scale process technologies, is described. The use of force-coersion change strategies by mechanistic organizations is generally not successful in introducing new process technologies that require the widespread modification of many organizational components. To successfully introduce these technologies, empirical-rational, or normative-reeducative strategies are required. The N-S-H structure is an internal organization that uses these latter strategies for successfully managing technology adoption. The N-S-H involves three distinct phases. The first phase, the nucleus structure, provides the generalized innovative management methodology and project management required for implementing the technology. The second phase, the snowball structure, provides for information flow between the nucleus (team) and the existing mechanistic organizational structures affected by the new technology. The third phase, the hydra structure, moves toward the detailed design and the technology establishment. This multiple team effort accelerates the diffusion of information concerning the new technology and provides feedback on the opportunities and the problems of organizational modification