Adoption of digital technology in corporate R&D context

Abstract

Achieving tangible benefits from digitalization often requires changes in processes, culture and reward systems. This need is especially acute in research and development, yet the attitudes and skills of R&D staff may impede their use of automation. We examine the ongoing digitalization of R&D activities at Unilever. Using thematic analysis, we analyze in-depth interviews to uncover attitudes towards, and experiences with, digitalization of R&D using robots. We build on these findings and conduct sequence analysis to extract a number of within-interview sequential associations between themes. These associations have been mapped onto patterns aligned with four established models of digitalization and IT adoption: the Technology Acceptance Model, Resistance to Change, Task Technology Fit and Process Virtualization.