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Journal of Business Communication, Vol. 32, No. 1, 65-80 (1995)
DOI: 10.1177/002194369503200104

Differences Between Organizational and Communication Factors Related to Contrasting Innovations

J. David Johnson

Michigan State University, East Lansing

William A. Donohue

Michigan State University, East Lansing

Charles K. Atkin

Michigan State University, East Lansing

Sally Johnson

Lansing Community College, Lansing, Michigan

Few research studies have investigated how organizational and communicative factors might differ for contrasting types of innovations within the same organiza tional context. The present study examines these differences for a technical innova tion and a community-based innovation. The major hypotheses of the research are supported; complexity, persuasion, interpersonal channel use, and interpersonal channel utility were rated more highly for the technical innovation, and mediated use and utility were rated more highly for the community-based innovation within a large, technically-oriented governmental organization.


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