Digitalization of the workplace – effects of the organizational use of social software on the motive autonomy of knowledge workers. A motivation theoretical study of communicative structuring.
This dissertation project is based on the paradigmatic change of communication and collaboration in organizations, which is caused by an advancing digitalization in the form of social media. In this context, networks are regarded as a new structural feature within and outside of organizations. They bring about an intensified visibility and documentation of social interactions. Interactive, (partly) public, open and interconnected communication leads to a profound shift of power and influence for the benefit of everyone – in both social and economic processes. This gives rise to a fundamental change of the context of organizations, organization and management.
Organizations adapt to current challenges of dynamic, competitive, global and highly interconnected environments by implementing new organization and working models. A flexibilization of companies can be facilitated by means of collaboration in the form of interorganizational networks (corporate networks). Organizational adaptability in terms of inner flexibility can only be realized through intraorganizational network structures. The „Enterprise 2.0“ approach exceeds the mere technical component of implementing social software in the internal corporate context and serves as a corporate philosophy promoting flat hierarchies, networking, self-organization, collaboration and open communication. That also implies a rethinking of management. This is where the interest of this project falls into line: How can management look like in the context of formal, digital, intraorganizational network structures with an understanding of “mature” employees?
Thus, the research project first of all empirically analyses if and to what extent the Enterprise-2.0 approach has an impact on the autonomy of organizational actors. Subsequently, the results are discussed against the background of current management theories in order to derive managerial implications. This closes a gap that exists in companies concerning the benefits social media have for management purposes. To that end, motivation theoretical and organization theoretical findings are linked to their relevance in the management context of internal network companies. The work addresses both a scientific (management and organization research) and practically oriented readership, especially in terms of management forms and responsibilities in the area of communication and IT.