Identifying Adoption Barriers in Organizational Rhetoric: A Response to the Strategic Plan for the National Animal Identification System

• In Event: Tell Us What to Believe: Organizational Rhetoric

Abstract

Change agents who recognize the role of rhetoric in the diffusion process will be more effective if they are able to identify the discursive justifications needed to rationalize and legitimize the adoption of an innovation. This study contends that these justifications can be identified by analyzing organizational rhetoric and determining the influence of organizational leadership as an opinion leader in the diffusion process.

Author

• Shari Veil, University of Oklahoma