Diffusion of Standards: The Importance of Size, Region and External Pressures in Diffusion Processes

Organizational standards or guidelines, although commonly applied in public sector organizations, are rarely studied systematically. We report insights gained here into the circumstances present when organizations adopt standards by studying the diffusion of the Common Language Standard (CLS). Neo‐institutional organization theory constitutes the theoretical framework, which highlights the empirical phenomenon that standards occasionally spread extremely rapidly to some – but not all – organizations within the same field. Empirical evidence from quantitative surveys of civil servants and elected officials in Danish municipalities is used to analyse the field and organizational levels. The levels of external pressure and organizational resources are important in order to understand why some municipal organizations have adopted the CLS whereas others have not. We find that the initial source of the standard as well as regional pressure play a strong role, something which contradicts other studies indicating that diffusion from organization to organization is more significant.