SOCIO-CULTURAL IMPLICATIONS OF VIRTUAL ORGANIZING Janusz Wielki Originally presented at ETHICOMP 2002 Abstract The paper deals with human-related barriers connected with implementation of the virtual organization concept. After presentation a VO as a new corporate model strongly supported by ITC, the most important socio-cultural implications of virtual organizing have been identified and discussed. Next, a case study of the company operating in the power industry has been presented along with suggested model of the internet-based VO and analysis of human-related consequences of its implementation. Finally conclusions are provided. 1. Introduction Rapid and significant changes have taken place in companies’ business environment at the turn of the century. Lowering differentiation of products, splintering mass markets, dropping effectiveness of mass media, shortening product life cycle, rising clients’ expectations, shifts in their behavior patterns and attitudes, diminishing level of their loyalty and increasing competition accompanied by its rapid globalization are the most important factors. Volume 1 The ETHICOMP E-Journal ISSN 1743-3010