This paper seeks to apply a structurational model of technology to reflect on the introduction, assimilation, and consequent industry change that accompanied the introduction of computer aided design (CAD) into the Swedish architectural industry.
The original research was designed to follow a change in an industry as it was occurring. A longitudinal study was used and the research design was centered on two surveys, taken 46 months apart during the adoption period, to examine the adoption and spread of the innovation. A structurational model of technology permits one to understand the interaction of people, technology, and institutions during these periods.
The competitive nature of the industry was affected. Adopters tended to adapt their business offerings to provide extended services whereas non‐adopters pursued an artistic emphasis in service provision. Technology came from suppliers to users, which in turn affected customers to the extent that they endorsed use. Understanding thus requires extending the two dimensional nature of the model to three dimensions involving supplier, user, and customers.
One could always be critical of the specific geographic focus (Sweden), the specific industry (architecture), the specific technology (CAD) and the model (structuration) to explain a specific competitive development. Extension to other situations, of course, would strengthen and extend understanding.
Just knowing the nature of these developments should be of use to managers during such periods. That is, there is likely to be a split in the industry and both organizational types are likely to see their businesses affected.
The structurational model is necessarily extended to three dimensions in rationalizing the development.
