Process Virtualization Goes Mainstream: Diving into its Normalization

Abstract

Businesses are increasingly preparing for remote working by equipping managers and their teams with the necessary tools and technology. This research focuses on understanding how technology–enabled remote working practices are implemented and normalized, taking into consideration the context in which they are applied. By utilizing process virtualization theory (PVT) to quantitatively evaluate context-dependent factors and normalization process theory (NPT) to explore the normalization of new technology-driven remote work practices, this study investigates the static and dynamic factors affecting the virtualization of remote work processes, as well as their implementation and normalization. The results from multiple surveys reveal that sensory requirements along with relationship requirements and control requirements are dynamic factors that are driven by the context and enable the technology–enabled virtualization of remote work processes. Furthermore, the relative normalization of this work transformation is sustained through flexible co–construction, legitimation, contextual integration, and effective leadership.