Corporate behavior as driver for implementing new technology

The article will introduce a conceptual framework for a consistent corporate behavior aiming at ensuring the successful implementation of new technologies at all levels within companies, from management to supervisors and workers at the shop floor. The article is presented in the context of the iron and steel industry in China, and will be presented during the Baosteel Biennial Academic Conference BAC2013 in China, hosted by Baosteel Group Corporation. Within the iron and steel industry, the introduction of new technologies involves changes in metallurgical processes, steel products and application technologies due to effective and efficient use of natural (energy) resources, and the use of cleaner production and end-of-pipe technologies. The introduction of new technology leads to changes in operational procedures that render the manufacturing process complex. This complexity calls for a high level of coherence, alignment and consistence of corporate behavior within companies. Lack of a consistent corporate behavior is likely to lead to an inefficient use of the new technology. The model presents a comprehensive framework that incorporates three existing models encompassing scientific, practical and system approaches. The first model builds on the Theory of Reasoned Action (TRA) as a scientific approach to predict and change behavior. TRA explains human social behavior in terms of its relationship between attitude, social norm and volitional intention. The second is the Triad model that explains human behavior in terms of motivation, capacity and opportunity to behave, thus adding a way of thinking to understand human behavior but with scientific linkages. The third model is based on the system approach and is the ISO 14001 for environmental management. The presented model is a compilation of the three models into a single framework and offers a strong basis for the alignment and coherence of corporate behavior in general terms, and will also be applicable to the iron and steel industry.