INSTITUTIONALIZATION AND DEINSTITUTIONALIZATION OF SOCIAL PRACTICES: THE CASE OF VOIP AND CIRCUIT SWITCHED TECHNOLOGIES

Abstract

The purpose of this study was to analyze the process of institutionalization of VoIP and deinstitutionalization of circuit switched technologies in Organization Alpha's product strategy, both in the global and the Brazilian context, from 1993 to 2008. Based on the institutional theory's theoretical framework, Oliver's typologies (1991, 1992) were used to understand the environmental (politics, social and instrumental) pressures and the organization's strategic responses (acquiescence, compromise, avoidance, challenge and manipulation). The research has a longitudinal perspective and involves the use of the case study method, with qualitative data having been collected, organized and analyzed. Data collection involved access to secondary sources and semi-structured interviews with employees of Alpha. Data has evidenced the fact that the circuit switched technology was being replaced by the VoIP technology and new practices concerning sales, marketing, R&D and service. It became clear that the change has been happening in a gradual way, with responses that involved challenging, avoiding, compromising and accepting the new technology. At some stages, manipulation was also depicted. At the end of the period of this study, the institutionalization of the VoIP technology at Alpha was at an advanced stage, in fact, ahead of the market.