University of Twente Student Theses
Decentralized, Iterative, and Adaptive : Adoption of AR technologies in crisis within the pharmaceutical manufacturing industry
Burgazzi Rodríguez, Gabriel (2024) Decentralized, Iterative, and Adaptive : Adoption of AR technologies in crisis within the pharmaceutical manufacturing industry.
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| Abstract: | This paper investigates the adoption of Augmented Reality (AR) technologies within the pharmaceutical manufacturing industry in response to the COVID-19 regulations. Given that the novel context introduced by the pandemic puts into question the effectiveness of traditional technology adoption models, we adopt a grounded theory approach to develop a more nuanced understanding of the influential factors and emergent dynamics. Semi-structured interviews with 22 employees of a multinational pharmaceutical and three of its manufacturing partners reveal a distinct adoption process that is decentralized, iterative, and adaptive. This process is underscored by widespread initiative among employees, technological tinkering to optimize functionality, the multi-purpose utilization of AR tools, and enhanced collaboration across organizational boundaries. The findings highlight critical shortcomings of established models, particularly their assumptions of linear progression, top-down decision-making, and the artificial separation of technology adoption from organizational process innovations. The insights contribute to refining theoretical models and establish a potential bridge to open innovation literature. Additionally, practical guidance is provided to better navigate the adoption of disruptive technologies in response to exogenous shocks. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/99959 |
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