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A validation Study of House of Quality key performance indicators context is referred to as ‘e-union’, ‘virtual union’, ‘cyber union’ (Ward, 2002). The e-union includes options, such as web sites, e-mail, chat rooms, bulletin boards and online applications and voting mechanisms that attract new and younger members (Ward, 2002) and afford De Unie opportunities to organize its activities in a decentralized manner. The shift to a decentralized organization model has consequences, especially in three areas: Space, time and distance: Employees and employers who were traditionally separated from organization and solidarity due to physical barriers are able to participate by the use of IT. Distances will decrease as IT applications make it possible to connect geographically dispersed members and organizations. As a result of the dispersed and flexible work patterns of various work sectors, physical relationships are hard to establish. E-unions can provide features of a strong community based relationship between and with her members. Transparency: As the internet offers members the opportunity to employ local, national and international online union related resources, it increases the transparency of the behavior of union officials to her members. Online unions can also provide a critical alternative source in a trade union context, as they provide elements of civic participation, political activism and transport policy-making (Greene et al, 2000 p4). Solidarity and Activism: Online labor unions create opportunities for enhanced forms of solidarity and communication at local as well as global levels. An online labor union can connect members with the same interests or aims and therefore creates new ways to maintain collectivism and solidarity without physical barriers. The Internet can also establish faster and more frequent communications which can increase membership loyalty to collective actions (Pliskin et al, 1997). In case of the changing workforce and the future of work, Beck (2000) described different scenarios. Central in his scenarios is the change from the work society to the knowledge society. New information technologies, globalization, individualization and ecological factors influence society and the future of work. From Beck’s perspective it seems that new technologies and especially the emergence of the internet also influence the nature and structure of union organizations. Within this context Ward and Lusoli (2002) developed three scenarios: 1. Erosion: Although full-scale erosion is very unlikely, by the increasing influence of new information technologies, limited erosion of the traditional functions of representative organizations is predicted. First of all, new media types like e-commerce are challenging the traditional areas from which labor unions have recruited their members. Secondly, the increasing use of new IT applications will result 22
A validation Study of House of Quality key performance indicators in a more individualistic and consumption orientated culture. Third, the traditionally hierarchical structure and conservative culture of unions makes it difficult to benefit from new technologies. 2. Modernization: Within the scenario of modernization, unions will use the opportunities of new information technologies to modernize traditional union functions. IT is used to establish a more positive and modern image for labor unions. For example websites can be uses as online information databases. Online services can be improved by providing not only commercial services but also online professional assistance and training. But new information technologies can also be used for targeting and recruiting new members like for example the so called e-generation; people who have grown up with technology. 3. Democratization: The scenario of democratization moves further than the modernization scenario where information technologies are used for modernization, online services or recruitment. The increasing speed and the volume of information obtainable via diverse computer mediated communications, offer members the ability to communicate their opinions on policy matters on a more frequent and direct base to a local, national and global audience. Therefore IT facilitates change towards both decentralized organizations and participation in the decision making of individuals. However, if not coordinated in an effective manner it may lead to activism that may take the form on the internet by the foundation and ‘wild-growth’ of independent online unions. 2.2 New Media challenges Over the past decades transportation and information technology have transformed human interaction with space. (Go and Fenema 2003). Information technologies made it possible to connect people at different ends of the globe and accelerated the sharing of information (new facts) and concepts (Simon 1991). Simmel (1922) therefore talked about “the metropolis” as a modern life compared with small town/rural life. The used citation of Simmel in the foreword of this thesis illustrates this idea. The result of technology developments can be presented in two models. First, people may be included in one or more spaces sequentially or in parallel. The different spaces in which people may be included are depicted Figure - 3. In this model the material space represents situations where artefacts and people exist together in the same context. Information space is the use of “network of networks” (i.e. Lievrouw & Livingstone, 2006). Mind spaces are connected when people and/or machines interact. Social spaces occur when people include themselves in multiple social contexts and relationships (Go & Fenema, 2003). In this context the forming of mind space and social space are faced with a shift from material spaces to information spaces. In theory a lot is written about 23
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