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This chapter describes two change efforts involving participatory action research within the pharmacy operations division of Kaiser Permanente. Focus is on a parallel learning mechanism that has been used to support communications and change during two large-scale information technology interventions. It begins with basic background information on participatory action research in organizations. Since the case setting is Kaiser Permanente, the chapter provides some information on the U.S. healthcare industry context and then shifts to Kaiser’s communication forum, a learning mechanism that has been in place for 35 years. Cognitive, structural, and procedural aspects of the learning mechanism are explored, and the chapter features interviews with some of the key forum players. Both in the forum’s infancy and in its current more institutionalized state, the pharmacy organization has been in crisis. Implications for the use of parallel learning structures on a long-term basis to support long-term participatory action research are explored along with contributions to theory on insider/outsider action research.

Explores the nature and potential of marketing communications in hypermedia, and assesses the role of computer‐mediated communication to assist the marketing communications mix. The activities of one company (MCB UP Ltd) are reviewed, as it develops its Web site towards a high value‐added, effective and integrated marketing communications environment. Explains why Internet marketers must provide high value‐added Internet resources, allowing communication both with and between players in the organisation’s supply chain. The impact of computer‐mediated “connectivity” and “interactivity” is discussed in terms of the effectiveness of Web‐based marketing communications. Commercial opportunities for capitalising on the marketing potential of “virtual communities” are identified. Examples of how such communities may be created and sustained are presented.

The article explores the use of a communication forum intervention in the Pharmacy Division of a large health maintenance organisation. An initial discussion of communication forum interventions as a sub‐set of parallel learning structure interventions is followed by a descriptive case study. The article concludes with an assessment of the intervention over a ten‐year period and a discussion of implications.

With the growth of digital education, students increasingly interact in a variety of ways. The potential effects of these interactions on their learning process are not fully understood and the outcomes may depend on the tool used. This study explores the communication patterns and learning effectiveness developed by students using two basic synchronous and asynchronous communication tools in e-learning environments, specifically business simulation games.

The authors conduct a quasi-experiment research with 478 online business students, 267 of whom used online discussion forums and 211 interacted via an instant messaging app. The application of learning analytics and text mining on natural language processing allows us to explore the student communication patterns with each of tools and their effectiveness in terms of learning.

The results confirm the complementarity of the communication tools, asynchronous tools being especially the suitable for task-related communication and synchronous ones for speeding up and facilitating student social interactions.

The main value of this research lies in the use of data analytics and text mining to access and analyse the content of student interactions to assess the learning process in greater depth, comparing synchronous and asynchronous learning modes, considering that little is known about the impact of online synchronous interaction or instant messaging, and even less about the different features, content and performance that emerge when these two learner interaction modalities are compared.

This paper aims to explore the roles Web 2.0 applications play in niche cultures such as rock music diffusion.

This paper aims to examine the influence of online forums on fans of rock music and to validate the intermediating roles of the cognitive variables.

The results show that the three factors associated with innovation diffusion theory play different intermediating roles in the relationship between the stickiness of online forums (their ability to make users stay longer and return) and the levels of appreciation displayed by fans of rock music. While stickiness shows a significant positive impact on an individual's perception and image of a rock band, visibility has a significant negative influence on the individual's level of enthusiasm for the band.

Additional data and measures are required for in‐depth investigations of other cultural contexts.

The study could be helpful for determining the influence of online forums on rock music diffusion and for planning innovative promotions and sales strategies for rock bands. Moreover the findings could be applicable to the marketing and promotion of other niche culture items.

This study's originality lies in confirming the intermediating roles of the cognitive variables based on innovation diffusion theory between online forums' stickiness and appreciation of rock bands by using a mixed qualitative and quantitative approach and then by showing the opportunities and challenges provided by networking to rock music.

The purpose of this paper is to present the gathering, integration and analysis of digital information sources for the creation of a conceptual framework for alternate reality games (ARGs). ARGs hold potential for libraries, education, healthcare and many other sectors.

Case studies were performed on three previously played ARGs to create case reports. The various digital information sources for each game, sourced from multiple media, are compiled into a chronologically ordered game narrative which formed the case reports. The focus of the paper is on the analysis of the case reports using constant comparative analysis to identify categories and subcategories. Relationships are established, based on each game, between the categories and subcategories to inform the creation of game diagrams. The game diagrams are then combined to create a conceptual framework that describes the functioning and components of an ARG.

The conceptual framework effectively described the types of information found within an ARG as well as how these different categories of information interact and link to one another. The framework also provides an abstract description of the components of ARGs, namely narrative, game actions and community.

The conceptual framework produced by the analysis enables an understanding of ARGs and how they are played and designed. Insight into how to analyse ARGs based on the information generated for the play of the game by both the players and the game designers is gained. Where other studies have provided insight into the phenomena of ARGs, this study focuses on constructing a conceptual framework of ARGs using the information generated by the game.

Virtual communities are increasing in popularity and changing the way apparel fashion information is learned and shared by consumers. According to Agins, consumers, as opposed to élite designers, are now dictating fashion trends and pinpointing the ideal places of distribution. The purpose of this exploratory study is to examine the fashion‐related discussion which is taking place on perhaps the best known of these communities, MySpace.com. The three research questions driving this study include: “What are consumers saying about fashion within this particular virtual community?”; “What commonalities exist among the plethora of fashion‐related information available in this context?”; and “What kinds of insights can marketers draw from the categories of fashion‐related information being presented in MySpace.com?”

Content analysis was selected as the method for investigation. Within the forum Fashion and Style, the subgroup FashionLOVERS was selected for investigation because it represented a general discussion of fashion. The first 200 forum topical areas with five or more posts were selected for analysis. A total of 6,623 individual posts were examined and each of the three authors independently reviewed the posts noting the general topical categories of content. Interrater reliability for the coders was computed.

Eight recurring categories of fashion related information were identified in the study. The four most popular discussion categories were personal style, brands and designers, tips and advice, and retailers. The prevalence of these four topics suggests that consumer driven marketing is a growing and influential component of fashion marketing.

This study makes an important contribution to the study of virtual communities. Results provide insight into the complex, multi‐layered, interactive fashion‐related communication that occurs within virtual communities.

Fashion marketers and retailers are encountering an untapped resource with these virtual communities. Findings highlight the power of consumers in virtual communities and suggest a need for fashion marketers and retailers to closely monitor communication within virtual communities.

This research is particularly valuable because it provides insight into the popular virtual community, MySpace.com. Detailed investigation into types of fashion information that are shared with community members is presented and discussed.

This paper aims to explore the perspectives of university students on the learning management system (LMS) and determine factors that influence user experience and the outcomes of e-learning.

This paper employs a mixed-method approach. For qualitative data, 20 semi-structure interviews were conducted. Moreover, for quantitative data, a short survey was developed and distributed among the potential respondents.

The results showed that students, particularly in programs where courses are mainly offered online, are dependent on such learning platforms. Moreover, the use of modular object-oriented dynamic learning environment (Moodle) as an application of LMS was rated positively, and e-learning was considered as an effective sustainable learning solution in current conditions.

The authors have illustrated empirically how the notion of UX of the LMS provides a means of exploring both students' participation in e-learning and their intention towards using such learning platforms.

The purpose of this paper is to explore what kinds of communication challenges management teams (MTs) experience and to suggest ideas for developing competent communication practices.

Working according to the principles of qualitative research, a total of seven MT members from seven different international companies were interviewed. The thematic in-depth interviews were analyzed by first looking at all references of communication challenges, and then grouping them into six different dimensions.

Most of the communication challenges facing MTs are related to the teams’ meetings, where issues of leadership, decision making and participation may well be intensified. The meetings were experienced as formal communication forums, where MT members do not always express their true opinions either because other team members prevent it or because they are unable to do so. Informal communication plays a pivotal role in facilitating trust and competent communication practices.

MTs need to be mindful of how they communicate and develop a reflective practice in order to develop competent communication practices.

The study illustrates the essential themes that the MT members experience and perceive as central in MT communication and teamwork. Studying MTs from a communication perspective adds a valuable contribution to MT research.

Best Value was introduced as a local government policy in 1997, after the election of a New Labour administration. The policy was designed to reconfigure service delivery by local government, with local authorities assuming the role of enablers rather than service providers. In order to help achieve this change, Best Value was constructed around a balanced scorecard approach. As a result, local authorities are examining organisational structure for a number of reasons. Internal management information requirements have changed. Best Value has also occurred at the same time as a number of other local government reforms, which are emphasising strategic decision making; accountability; transparency; sound governance and an awareness of the citizen’s perspective. Consequently, the traditional committee structure is being examined in many local authorities. This paper examines organisational changes within one local authority as a result of Best Value, which are designed to produce a more efficient, citizen focussed, and quality‐driven organisation.