Planning for the Shaping Force of Cultural Dynamics in a Component Content-Management System Implementation

Abstract

Problem: This tutorial explains how technical communication organizations can improve their chances for a successful component content-management system (CCMS) implementation if they plan for the shaping force of cultural dynamics in the technology diffusion process. Many component content -management (CCM) thought leaders have identified people factors as a major barrier to successful CCMS implementation. They recognize the necessity of gaining buy-in from all stakeholders and persuading CCMS users to change their habits of practice, follow new processes, and learn new authoring tools and methodologies. This tutorial complements existing discussions of people factors by offering a more complex understanding of what these factors really mean and how to negotiate them. Key concepts: This understanding is articulated through three situated views of CCMSs and their diffusion in organizations: (1) CCMSs are social constructs; (2) CCMS diffusion is a multistage, perception-driven communication process; and (3) CCMS diffusion is mediated by different components of organizational culture. These situated views highlight the shaping force of cultural dynamics in CCMS diffusion projects, and they speak to some of the reasons why common information transfer approaches to diffusion do not work. Key lessons: Given these views, CCM initiative leaders should consider the following recommendations for carrying out a CCMS diffusion project: (1) assess cultural dynamics in the organization and (2) implement diffusion enablers to facilitate shared understanding and learning and to guide actions toward common goals. Key lessons offer a comprehensive set of sample research questions that can be used to assess cultural dynamics as well as three kinds of diffusion enablers that can be implemented: interactive communication channels, training programs, and collaboratively developed guides. Implications: CCM initiative leaders who understand and plan for the shaping force of cultural dynamics in the CCMS diffusion process and who follow best practices for transitioning to CCM will improve their chances for a successful CCMS implementation. Leaders are encouraged to use the research questions and diffusion enablers are articulated here as a starting point for negotiating people factors that can impede diffusion.