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- Title
Preaching the Gospel: The Evangelists of New Technology.
- Authors
Beatty, Carol A.; Gordon, John R. M.
- Abstract
The article discusses the use of advanced manufacturing technologies (AMT) in North American manufacturing. Many companies adopting these technologies have experienced only modest competitive advantage because full implementation depends on winning allegiance away from existing methods to a new, electronic way of manufacturing.The author feels that "evangelists" for the cause of this organizational conversion are necessary for its well-being. Studies have found that, although the support of a highly placed patriarch was an asset in implementation success, the evangelist was the key figure in each case investigated. The implementation process itself appears to be based more on faith and persuasion than elements of rational decision making and planning.
- Subjects
NORTH America; REFORMERS; COMPETITIVE advantage in business; TECHNOLOGICAL innovations; INNOVATION adoption; MANUFACTURING processes; NEW product development; PRODUCT management; MARKETING strategy; INNOVATION management; BUSINESS enterprises
- Publication
California Management Review, 1991, Vol 33, Issue 3, p73
- ISSN
0008-1256
- Publication type
Article
- DOI
10.2307/41166662