Promise in peril? How an innovation development project surfaced conflicting institutional logics

Utility contractors face challenges in mapping network locations and are thus
exploring how innovative; easier-to-use technology such as the 3D scanner could
resolve these issues. While involved in the development of this technology at a
contractor; we observed stakeholders initially embracing the project; but suddenly
exhibiting critical and less supportive behaviour. In trying to understand this
surprising turn, we employed institutional logics; which suggest that people’s
thoughts and actions are influenced by a wider context. We applied this perspective
to identify how the 3D-scanner technology interacted with multiple institutional
logics. To this end, we interviewed all involved stakeholders and used an abductive
coding process to eventually identify two conflicting logics. Initially, a project logic
prevailed; driven by efficiency and time; which legitimised supportive actions during
the design stage. Later, we found an emerging surveying logic; driven by precision
and control. This triggered critical thoughts about the 3D scanner and caused some
stakeholders to retract from the project. Our findings illustrate how two parallel
institutional logics can jeopardise a seemingly promising innovation when a
suppressed logic surfaces and creates conflict.