Differences Between Organizational and Communication Factors Related to Contrasting Innovations

Abstract

Few research studies have investigated how organizational and communicativefactors might differ for contrasting types of innovations within the same organizational context. The present study examines these differences for a technical innovation and a community-based innovation. The major hypotheses of the research aresupported; complexity, persuasion, interpersonal channel use, and interpersonalchannel utility were rated more highly for the technical innovation, and mediateduse and utility were rated more highly for the community-based innovation withina large, technically-oriented governmental organization.

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