The notion of “fashion” as a useful model for explaining the emergence of certain technologies or ideas

Factors that influence technology adoption can be categorised as either intra-organisational or environmental (Basaglia, Caporarello, Magni and Pennarola 2009). The environmental perspective is premised on neo-institutional and management fashion theories (Finchman 2004). Organisations adopt technology for a number of reasons. Wang (2010) identifies two schools of thought on technology adoption; which are the economic-rationalistic perspective (focused on performance) and the institutional perspective (focused on legitimacy).

 

Management fashion theory posits that under conditions of uncertainty, organisations copy innovation models promoted by ‘fashion-setting organisation’s and that the rates of diffusion and ultimate levels of adoption of any given management innovation cannot be fully explained by rational/technically efficient perspectives (Abrahamson 1996). Fashion, in the information technology sense, is a transitory, collective belief that an information technology is new, efficient, and at the forefront of practice (Wang 2010).

 

The information systems (IS) field is characterised by the constant emergence of new technologies (Wang 2010). IS managers therefore have to determine whether a new technology will become the next best thing or a fad. Organisations engage with IT fashions in either a material or informational form. Material engagement is the adoption, implementation and use of the technology. Organisations that follow IT fashions tend to be more admired with leaders who receive higher salaries. The impact of IT fashions on organisational performance is mixed and depends on the association with the IT fashion (material or informational) and when the performance is measured.

 

A number of studies have been undertaken to explain the role of fashion in adoption and diffusion, and results indicate that the role depends on the type of information system, but most research points to fashion as a useful model in explaining the rise of certain technologies. A study by Scarbrough and Swan (2001) on knowledge management diffusion identified the presence of fashion related characteristics (ambiguous, simplified and differentiated) but found that the emergence and increasing use of knowledge management happened through a ripple effect and not the uniform fashion approach.

 

Basaglia et al (2009) looked at how environmental (institutional and management fashion) and organisational (efficient-choice perspective) drivers influence the adoption of voice over IP (VoIP). Fashion setters’ pressure and progressiveness were used as variables to measure the effect of the management fashion construct. Both variables presented substantial and positive impact on intention to adopt VoIP. This positions fashion setters as an important leverage for the diffusion of knowledge around ICT innovations.

The periods of interest in information system topics is known as fashion waves and can be observed in the prominence of certain topics in academic research and what is being written in practice. Academic research tends to follow what is being discussed in practice during the fashion upswing, but continue to express an interest in the fashion even when the interest has waned in practice (Baskerville and Myers 2009).

 

References

 

Abrahamson, E. (1996). Management fashion. Academy of management review, Vol 21(1), p 254-285.

 

Basaglia, S., Caporarello, L., Magni, M., & Pennarola, F. (2009). Environmental and organizational drivers influencing the adoption of VoIP. Information Systems and E-Business Management, Vol 7(1), p 103-118.

 

Baskerville, R. L., & Myers, M. D. (2009). Fashion waves in information systems research and practice. MIS Quarterly,Vol 33(4), p 647-662.

 

Fichman, R. G. (2004). Going beyond the dominant paradigm for information technology innovation research: Emerging concepts and methods. Journal of the Association for Information Systems, Vol 5(8), p 314-355.

Scarbrough, H., & Swan, J. (2001). Explaining the diffusion of knowledge management: the role of fashion. British Journal of Management, Vol 12(1), p 3-12.

 

Wang, P. (2010). Chasing the hottest IT: effects of information technology fashion on organizations. MIS quarterly, Vol 34(1), p 63-85.