The effect of management and social interaction on the intra-firm diffusion of electronic mail systems

Can management affect the rate by which organizational members adopt a new computer based communication medium? The question is addressed by comparing the rate by which employees start to use an electronic mail system (EMS) and case descriptions across four departments during a five year period in a large Swedish manufacturing company. Data on EMS use are fitted to a model describing the spread of use as a function of social and management influence. Data are consistent with the hypothesis that the rate of new users of EMS can be influenced by both department-level management and peers. Faster growth in use occurred when department-level management exercised implementation efforts. The rate of growth increased significantly when a local information center (IC) was established. The more resources the local IC was supplied with the higher the rate of growth in EMS use. Management of the implementation process may be especially preferred when introducing end-use network technologies in organizations due to interdependent demand among users.