Implementation of networked organizational communication : A communication reference model

Purpose – The purpose of this paper is to describe a communication reference framework in order to understand and support the implementation of ICT in corporate communication from a local perspective. Design/methodology/approach – A practical framework was developed. Based on this, recent literature in the field of implementation of ICT in organizations was analyzed. Findings – This analysis resulted into a communication reference model for the implementation of networked organizational communication (NOC). Research limitations/implications – The resulting reference model for the implementation of NOC is not theory‐driven, but is a practical base for understanding the situated nature of the implementation of ICT. Practical implications – The applicability of this model can be viewed in three ways. First, one is able to use the model in cases to identify relevant factors in order to understand and intervene. Second, one is able to constitute a knowledge base in order to improve the effectiveness and efficiency of one's work. Third, it is an initial model that is expected to be improved based on further analysis of literature and implementation cases of NOC. Originality/value – In order to understand and to intervene successfully, there is a need for integrated studies that monitor implementation processes. Multiple observations are needed over time in a variety of implementation processes. The presented framework is practical in nature and offers a thorough base for these integrated studies.