J. Eng. Technol. Manage. 20 (2003) 141–159 Recognition and reconciliation of differences in interpretation of misalignments when collaborative technologies are introduced into new product development teams Gerald I. Susman ∗ , Barbara L. Gray, John Perry, Candace E. Blair Smeal College of Business Administration, The Pennsylvania State University, 404 Beam Business, Administration BI, University Park, PA 16802-1914, USA Abstract This article synthesizes and extends existing theories of how teams adopt and adapt to collabora- tive technology (CT) by recognizing misalignments between technology, task, organization, and the group (TTOG), and then devising appropriations to deal with them. Existing theories give inadequate attention to differences among team members in recognition of these misalignments, interpretation of their origin, proposed corrective actions, and reconciliation of differences. Lack of trust and increased diversity among team members exacerbate such differences. Propositions that relate to recognition of misalignments, and their reconciliation are developed. The capability to recognize and resolve differences is as important as eliminating or reducing misalignments themselves. © 2003 Elsevier Science B.V. All rights reserved. JEL classification: O32: management of technological innovation and R&D Keywords: New product development teams; Collaborative technology; Virtual; Structuration; Misalignment 1. Introduction Contrary to popular opinion, the introduction of collaborative technology (CT) in the work place does not necessarily enhance collaboration among employees. Although this statement seems obvious, many companies currently do not seem to appreciate these distinctions. They behave as if they believe, or hope, that all they have to do to create collaboration among employees is to introduce software and/or communication tools marketed as “collaborative”. ∗ Corresponding author. Tel.: +1-814-863-2382; fax: +1-814-863-7261. E-mail address: gis1@psu.edu (G.I. Susman). 0923-4748/03/$ – see front matter © 2003 Elsevier Science B.V. All rights reserved. doi:10.1016/S0923-4748(03)00008-0