Adoption of Unified Communications and Collaboration from the Perspective of Diffusion of Innovation and Service Dominant Logic: A Preliminary View

Emy Salfarina Alias, Muriati Mukhtar, Ruzzakiah Jenal


Unified Communications and Collaboration (UC&C) is a platform that has become increasingly popular in recent years and used in organizations. The service could increase flexibility, interoperability, efficiency and productivity in managing business processes. As the number and variety of UC&C tools and services increases, many organizations have developed strategic plans and allocate budget to implement UC&C. However, the adoption of some UC&C tools is still below than expected. As a service that continues to evolve in tandem with new developments in technology, it is thus important to investigate the factors that impact upon the adoption of UC&C tools and services. Via a review of the literature, this paper will posit an initial model for the adoption of UC&C. This initial model is developed by adopting the views of two important theories which are the theory of Diffusion of Innovation (DOI) and service dominant logic (SDL). The DOI theory is chosen since UC&C represents evolvement in the communications technology space, whilst SDL is chosen because of its focus on value co-creation and user centeredness, which is an important factor that will influence adoption. The key factors influencing the adoption of UC&C embodied in the model will provide useful insights for managers in implementing UC&C in their organizations.


Adoption Theory; Service Science; Diffusion Of Innovation (DOI); Service Dominant Logic (SDL); Unified Communication And Collaboration (UC&C)

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