Share This Article:

Diffusion of Technology for Organizational Effectiveness: An Exploratory Study of the Procurement Department of a Multi-National Energy Company in Trinidad and Tobago

Abstract Full-Text HTML XML Download Download as PDF (Size:2649KB) PP. 127-136
DOI: 10.4236/ajc.2014.24014    3,807 Downloads   4,179 Views  


This study investigates the diffusion of technology within a homogenous corporate cultural context according to age and educational level to determine how these variables determine the rate of diffusion. Based on the findings, the conventional communication models seem to apply. Specifically, the study shows that in the particular organizational context, age and education level impact on diffusion of technology. Younger and higher educated individuals seem to have a greater affinity to communication and use new communication technologies in their personal lives as well as professional lives which lend itself to possible early adoption or innovation. The study concludes, in the particular context, while hiring younger and more educated staff can possibly enhance the innovation and adoption process, it is perhaps equally, if not more important, to engage innovators from the wider organization to hasten the diffusion process.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

Sooknanan, P. and Chee, J. (2014) Diffusion of Technology for Organizational Effectiveness: An Exploratory Study of the Procurement Department of a Multi-National Energy Company in Trinidad and Tobago. Advances in Journalism and Communication, 2, 127-136. doi: 10.4236/ajc.2014.24014.


[1] DeFleur, M. H., Kearney, P., Plax, T. G., & DeFleur M. L. (2005). Fundamentals of Human Communication (3rd ed.). New York: Mc Graw Hill.
[2] Gladwell, M. (2001). The Tipping Point. New York: Bay Back Books.
[3] Jackson, M. (2007). Should Emerging Technologies Change Business Communication Scholarship? University of Colorado Boulder. Journal of Business Communication, 44, 311-324.
[4] Jordan, A., & Comrie, M. (2006). Texting and Other Forms of Communication in Local Government Consultation. Massey University, The Communication Journal of New Zealand, 6, 191-224.
[5] Kelleher, T., & O’Malley, M. (2006). Applying the Technology Acceptance Model to Assess Outcomes in a Globally Linked Strategic Communication Project. Journalism and Mass Communication Educator, 402-414.
[6] Leung Chee, J., Loquan, M., & Lau, S. (1994). Japanese Management Techniques and Philosophy—JIT Implementation in Trinidad. 8th Annual Conference—APETT (Association of Professional Engineers).
[7] Merrier, P. A., & Dirks, R. (1997). Student Attitudes toward Written, Oral and E-Mail Communication. Business Communication Quarterly, 60, 208-218.
[8] Moore, G. A. (1991). Crossing the Chasm: Marketing and Selling High-Tech Goods to Mainstream Customers. New York: Harper Business.
[9] Norman, D. A. (1998, 2004). The Lifecycle of a Technology. Nielsen Norman Group Report.
[10] Rogers, E. M. (1995). Diffusion of Innovations. New York: The Free Press.
[11] Sooknanan, P. (2006). Attitudes and Perceptual Factors in the Adoption of Computers in a School System: A Case Study of Trinidad and Tobago. Journal of Creative Communications, 1, 235-251.
[12] Soong, R. (2000). Early Adopters of Technological Innovations. Zona Latina.
[13] Sproull, L., & Kiesler, S. (1991). Connections: New Ways of Working in the Networked Organization. Cambridge, MA: MIT Press.

comments powered by Disqus

Copyright © 2018 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.