Garud, R. & Rappa, M. A. (1994).

A socio-cognitive model of technology evolution: the case of cochlear

implants. Organization Science

Ph.D. Student: Mauricio Leiva

In this paper, the main topic of discussion is the examination of the social and cognitive processes that
occur during technology development. The authors propose a socio-cognitive model of technology
evolution that focuses on the relationship between researchers' beliefs about technical feasibility, the
technological artifacts they create, and their evaluation routines. The article starts by acknowledging the
growing interest among organization scholars in understanding the technological wellspring and the effects
of technological change on various spheres of human activity, particularly in the industry field.
Technological change has the potential to dramatically alter the competitive landscape, affecting both large
corporations and individual entrepreneurs with innovative ideas. The allure of technology lies in its creative
and destructive duality, which can reshape industries and foster entrepreneurship. The authors highlight
the complexity of understanding how new technologies emerge.

One perspective discussed in the document focuses on macro-level processes that can only be fully
appreciated through carefully examining the long-term struggle for survival among organizations. This
perspective suggests that the emergence of new technology can be explained by its capacity to address
organizational stakeholders' evolving needs and preferences.
To illustrate their socio-cognitive model of technology evolution, they present a case study of the historical
development of cochlear implants, in which they collected data from various sources accumulated by
researchers involved in cochlear implant development over a nine-year period. The authors emphasize the
importance of gathering rich data that allows for a comprehensive understanding of the development
process, including the retrospective bias introduced by respondents during postscript clarification.

Based on the collected data, the authors create a chronological list of critical events in the development of
cochlear implants. These events include significant incidents related to the development of the technology.
They record the dates, actors, actions, outcomes and data sources for each event. In total, 1,009 events
were recorded over a period of seven years, serving as the basis for analysis. The authors highlights the
interplay between researchers' beliefs, artifacts, and evaluation routines in the development of cochlear
implants. Evaluation routines, which are congruent with researchers' beliefs, reinforce these beliefs.
However, the lack of commonly accepted testing and reporting standards leads to variations in evaluation
routines and suspicion among researchers regarding each other's claims. Researchers become more
committed to their artifacts and routines to validate their claims, leading to escalating commitment and
conflict. The authors argue that two processes unfold simultaneously during the evolution of a technology
(micro-level process of inversion in individual cognition and macro-level process of institutionalization in
shared cognition).

The authors conclude by emphasizing the paradoxical requirements placed on researchers. On one hand,
they are expected to create and believe in their own realities to make progress and convince others. On
the other hand, they must be willing to distrust their own realities and embrace the emerging shared
reality, even if it contradicts their own beliefs. Technological development is described as a "ferce fight to
construct reality," where the settlement of disputes determines the champion of technological history. The
authors acknowledge the contributions of others and express their gratitude to cochlear implant industry
participants for providing valuable information.