The Computerization of Work: A Communication Perspective

The computerization of the workplace confronts us with a paradox. While almost everyone agrees that the fusion of new information and communication technologies (I/CT) is radically transforming the way society works, some individuals argue that the implementation of any single I/CT is disappointing. Studies report that these individual experiences in computerization often fail to measure up to expectation. The Computerization of Work offers an explanation for the gap between the expectations and the often less-than-satisfactory results. Written by renowned professionals in the fields of information and communication technologies, this volume explores the subject matter through the discussion of theory and field studies as well as insights from other research.

Students and researchers alike will appreciate this rare look into the world of technology and society.

James R. Taylor is S. S. Kresge Professor Emeritus of Marketing at the Ross School of Business, University of Michigan, where his teaching and research centers on strategic marketing planning, market segmentation, marketing research, and marketing management. In addition to dozens of articles, which have appeared in The Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and other publications, he has authored ten books and monographs, including Emerging Markets Simulation; Marketing Research: An Applied Approach and Exercises in Marketing Research; and Introduction to Marketing Management: Text and Cases. Dr. Taylor has served as V.P. of the Detroit Chapter of the American Marketing Association, Executive Secretary of the Association of Consumer Research, and on the editorial boards of the Journal of Marketing, Journal of Marketing Research, and the Journal of Consumer Research. Prior to academia, Dr. Taylor worked for General Mills and Accenture, as well as Booz, Allen & Hamilton, and continues to consult for numerous businesses, including General Electric, Ford, DuPont, G.T.E., Johnson & Johnson, General Foods, and Procter & Gamble. An active lecturer for company management programs, Dr. Taylor has given presentations all over the world. He received his Ph.D. from the University of Minnesota with specializations in marketing, psychology, and statistics. His dissertation, "An Empirical Evaluation of Coombs' Unfolding Theory" won the American Marketing Association Dissertation Award.