Publication Date


Degree Program

Department of Communication

Degree Type

Master of Arts in Communication


Today's organizations face an economic climate that is globalizing, increasing customer demands for products and services that meet their unique needs and the fast pace of technological developments. Organizations require the effective use of new communication technologies as a means of sharing information and expanding capacity for innovation. The main question for this research is: When new communication technologies are introduced into organizations, how do they work together with existing cultural assumptions to produce an innovative, learning environment within the organization? The research design involves conducting moderately structured interviews with organizational leaders in four diverse organizations: Ingram Book Company, Service Merchandise Company, Inc., Life Way Christian Resources of the Southern Baptist Convention, and Dollar General Corporation. Results include an introduction to each company, a report on their implemented new communication technologies and innovative learning environment, and a description of their core corporate culture.


Communication | Management Information Systems | Organizational Behavior and Theory