Mercadeo

Resistance to Change
The Fear of Technology Innovation

CEM-480 Secc.81
Prof. Hernández
Dr. Fraile

Rosalyn Mártir
Nestor Cruz
Belisa Bermudez
Wilfredo Valle
Jackie Zayas

Abstract

With this work, we intent to establish the impact that technology innovations have on the people and organizations. The reactions involved in the adoption of certain technology, the shifts ofparadigms that are involved and the necessity of the general participation of the members involve, as well as the importance of technology for gaining competitive advantages in the growing global market.

Introduction

Innovation is the act of introducing something new; the result of a complex and interactive process that involves technology, human resources, ideas, design and other intangibleelements of the business activity. It differs from invention because innovation refers to the use of a better, and as a result, novel idea or method, whereas invention refers directly to creation of the idea or method itself.

In this paper, the focus is on technology innovation and its importance in organizational expansion, becoming the boost behind a sustained growth.

In contraposition,resistance to change is evident, which results in a bigger social impact by having to confront paradigms of the people who make up the organization since this involves a change to their work routine.

Moving forward with technological innovations in an organization or company becomes a very difficult task if the process is not supported by the values, attitude and behavior of its people; thereforecommitment is key when initiating them. It helps to have the people internalize and co-participate in the changes making them feel more like protagonists of the process and not like victims.

In this era, technology has been an impeller of change. The organizations that make the best use of technology and successfully introduce it to its cultural patterns and development strategies, will bemore competitive and efficient.

1. Technology, Tools for Competition

Technology is the making, modification, usage and knowledge of tools, machines, techniques, crafts, systems and methods of organization, in order to solve a problem, improve a preexisting solution to a problem, achieve a goal or perform a specific function. When it comes to business, this knowledge helps modify productionand in some cases it can reduce costs.

Rodriguez (1998), defines technology as a set of inherent knowledge of design and the conception of the instruments (artefacts, systems, processes and environments) created by man to satisfy its needs and personal requirements as well as collective. He considers that technology has a general meaning from different angles: cultural (objects, values andethic codes, belief in progress, conscience and creativity); organizational (economic and industrial activity, professional activity, users and consumers) and technical (knowledge, skill, tools, machines).

Having a better understanding of the definition of technology, we can now talk about history. In 1983 Project Socrates was initiated in the U.S. to to reverse the declining economic andmilitary competitiveness. Project Socrates determined that technology exploitation is the foundation of all competitive advantage and that the source of the US declining competitiveness was the fact that decision-making through the US both in the private and public sectors had switched from decision making that was based on technology exploitation to decision making that was based on money exploitation.The Project developed the means for automated innovation so that the US could lead the Automated Innovation Revolution in order to rebuild and maintain the country's economic competitiveness for many generations. (Gene Koprowski, 1991)

It is technology the motor that drives every change in the business industries. When looking for success one must know who knows to be able to identify...