Adhocracies “ man will find himself [sic] liberated, a stranger in a new free-form world of kinetic organizations . In this alien landscape, his position will be constantly changing , fluid, and varied. And his organizational ties, like his ties with things, places, and people, will turn over at a frenetic and ever-accelerating pace. ” “ managers are losing their monopoly on decision-making ” 1970, p.125, 140
Improving Adhocracies Drucker 1993, p.40 “ from now on, what matters is the productivity of non-manual workers. And that requires applying knowledge to knowledge . ” (Drucker 1993, p.40) “ Knowledge is becoming the defining characteristic of economic activities ” (Burton-Jones 2001, p.4)
Products are automated, then customized to create specific value for a given customer (Castells 2003).
More networked workplaces
More internal work becomes more accessible by external actors (customers, clients, contractors)
More boundary-crossing, more interplay among activities, and more cross-functional teamwork.
“ Semoptco ” : A web marketing company in Austin
Search Engine Optimization “ Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via ‘ natural ’ or un-paid ( ‘ organic ’ or ‘ algorithmic ’ ) search results ... ” Wikipedia, “ search engine optimization ”
Projects at Semoptco Launch : Kick off campaign, examine needs, formulate keywords and goals, plan goals. • Account manager and 1-2 specialists • Small set of standard milestones • About 4 weeks Maintenance : Analysis, reporting, meeting, link building. • Primarily a specialist; “ lone wolf ” • Weekly, monthly, sometimes yearly cycles • Periodic coordination with account manager • No milestones - but long-term performance goals and constant problem-solving
Flexibility through Constant Customization “ Innovation is the primordial function ” (Castells 2003, p.100) “ The Internet is the essential tool to ensure customization in a context of high-volume production and distribution ” (Castells 2003, p.77) “ [Projects are] all very different ” (Stacy, Account Manager)
Extending the network “ I ’ ve got friends in med school. ” (Daria, Senior Search Specialist) "In your industry , do you call it this or this?" (Daria, Senior Search Specialist) " Jewellery " (Carl, Search Specialist)
“ Self-programmable labor has the autonomous capacity to focus on the goal assigned to it in the process of production, find the relevant information, recombine it into knowledge, using the available knowledge stock, and apply it in the form of tasks oriented toward the goals of the process. ... ” Castells 2009, p.30.
“ ... tasks that are little valued, yet necessary, are assigned to generic labor , eventually replaced by machines, or shifted to lower-cost production sites, depending on a dynamic, cost-benefit analysis. ” Castells 2009, p.30.