Developing internet operations and subcultural dynamics : An exploratory study

Purpose – It is commonly argued that the exponential growth in the application of internet technology is one of the most important recent developments in business and management. However, although much research has been conducted on the strategic and operational aspects of the internet, there is a surprising dearth of research on the organizational cultural dynamics of this technological innovation. The purpose of this study is to examine the implications of introducing an internet‐led strategy on organizational culture. Design/methodology/approach – Specifically, the study explores the attempts by management to exploit the introduction of internet operations as a catalyst to transform the culture of the organization. Findings – It is argued that although a number of factors (such as organizational centrality and senior management patronage) increased the profile of the Internet Operations Unit, the attempt by this unit to dominate subcultural dynamics was met with difficulties, dissenting voices and issues that were not wholly consistent with the wishes of senior management. Originality/value – The paper offers insight into the emergent subcultures and the attempts of their members to increase their visibility and influence within the organization as a whole.