The Digital Transformation of Marketer Identities in Figured Worlds

The digital transformation of marketing has been ongoing for more than three decades but the breadth and depth of change in the last five years has been unprecedented. We know from extensive research on identities in organisations that change in work practices can prompt identity work, yet there has been relatively little prior research about marketer identities. Moreover, there has been even less research about marketer identities relating to digital transformation. This thesis addresses these gaps; however, it does so by looking at the intersection of marketer identities and digital transformation via a Pragmatist reading of Holland et al.’s (1998) concept of Figured Worlds, a social practice theory of identity with roots in Vygotsky, Bakhtin, Mead, and Bourdieu. This approach enabled the study of processes of transformation in relation to the various artefacts which make up figured worlds, such as vocabularies, practices, and materialities which come together to construct understandings about ‘how things work’ or what is considered ‘normal’ by the people who inhabit them. The main body of the thesis centres on an ethnographically-oriented case study of the marketing department of a large Canadian NGO (Canango) in the process of shifting from a traditional ‘NGO helper’ culture to a so-called ‘Agile marketing’ culture based on project management practices originating in software development that have been growing in popularity among practitioners. The thesis identifies a number of ‘classes’ of marketer identities: managerially supplied ; technologically afforded ; socially afforded ; emergent ; and, performed along with what each type enables one to do. Using ideas from Figured Worlds theory and multimodal discourse analysis, a heuristic framework is then developed made of the elements ‘ matter ’ (phenomena), ‘ meaning ’, mediators , ‘ me ’ (identity) and ‘ motion ’ (action) to study how these identities are used to accomplish contextual goals. This framework is then applied to study the way that three people variously appropriated or resisted a particular supplied identity: the ‘Agile organiser’. Finally the ideas developed through the first three phases of the thesis are applied in a final phase in which Canango begins using a new digital collaborative work platform. The study looks at the identity implications of this move, evidencing the ways in which the work platform serves as a ‘bridge’ between worlds and how such bridges may be used to change worlds and make new ones

Self-organising Roles in Agile Globally Distributed Teams

The ability to self-organise is posited to be a fundamental requirement for successful agile teams. In particular, self-organising teams are said to be crucial in agile globally distributed software development (AGSD) settings, where distance exacerbates team issues. We used contextual analysis to study the specific interaction behaviours and enacted roles of practitioners working in multiple AGSD teams. Our results show that the teams studied were extremely task focussed, and those who occupied team lead or programmer roles were central to their teams’ self-organisation. These findings have implications for AGSD teams, and particularly for instances when programmers – or those occupying similar non-leadership positions – may not be willing to accept such responsibilities. We discuss the implications of our findings for information system development (ISD) practice

Distributed development of large-scale distributed systems: the case of the particle physics grid

Developing a Grid within High Energy Physics for the Large Hadron Collider particle accelerator is characterised as a highly collaborative, distributed and dynamic systems development effort. This research examines the way this distributed Grid is developed, deployed and provided as a service to the thousands of physicists analysing data from the Large Hadron Collider. The particle physics community has always been at the forefront of computing with a tradition of working in large distributed collaborations, therefore providing a "distinctive" case of distributed systems development practice. The focus of concern is the collaborative systems development practices employed by particle physicists in their attempt to develop a usable Grid. The research aims to offer lessons and practical recommendations to those involved in globally distributed systems development and to inform the information systems development literature. Global software development presents unaddressed challenges to organisations and it is argued that there is an urgent need for new systems development practices and strategies to be created that can facilitate and embrace the rapid changes of the environment and the complexities involved in such projects. The contribution of the study, therefore, is a framework of guidance towards engendering what the author defines as "Hybrid Experimental Agile Distributed Systems Development Communities" revealing a set of dynamic collaborative practices for those organisational contexts engaged in distributed systems development. The framework will allow them to reflect on their own practice and perhaps foster a similarly dynamic flexible community in order to manage their global software development effort. The research is in the form of an interpretative qualitative exploratory case study, which draws upon Activity Theory, and frames the Grid's distributed development activity as a complex overarching networked activity system influenced by the context, the community's tools, rules, norms, culture, history, past experiences, shared visions and collaborative way of working. Tensions and contradictions throughout the development of this Grid are explored and surfaced, with the research focusing on how these are resolved in order for the activity system to achieve stability. Such stability leads to the construction of new knowledge and learning and the formation of new systems development practices. In studying this, practices are considered as an emergent property linked to improvisation, bricolage and dynamic competences that unfold as large-scale projects evolve

An agile information flow consolidator for delivery of quality software projects: technological perspective from a South African start-up

In today’s knowledge-based economy, modern organisations understand the importance of technology in their quest to be considered global leaders. South African markets like others worldwide are regularly flooded with the latest technology trends which can complicate the acquisition, use, management and maintenance of software. To achieve a competitive edge, companies tend to leverage agile methods with the best possible combination of innovative supporting tools as a key differentiator. Software technology firms are in this light faced with determining how to leverage technology and efficient development processes for them to consistently deliver quality software projects and solutions to their customer base. Previous studies have discussed the importance of software development processes from a project management perspective. African academia has immensely contributed in terms of software development and project management research which has focused on modern frameworks, methodologies as well as project management techniques. While the current research continues with this tradition by presenting the pertinence of modern agile methodologies, it additionally further describes modern agile development processes tailored in a sub-Saharan context. The study also aims novelty by showing how innovative sometimes disruptive technology tools can contribute to producing African software solutions to African problems. To this end, the thesis contains an experimental case study where a web portal is prototyped to assist firms with the management of agile project management and engineering related activities. Literature review, semi-structure interviews as well as direct observations from the industry use case are used as data sources. Underpinned by an Activity Theory analytical framework, the qualitative data is analysed by leveraging content and thematic oriented techniques. This study aims to contribute to software engineering as well as the information systems body of knowledge in general. The research hence ambitions to propose a practical framework to promote the delivery of quality software projects and products. For this thesis, such a framework was designed around an information system which helps organizations better manage agile project management and engineering related activities.Information SciencePh. D. (Information Systems

Developing Socially-Constructed Quality Metrics in Agile: A Multi-Faceted Perspective

This research proposes development of socially-constructed metrics for quality assessment and improvement in Agile Software Development (ASD) projects. The first phase of our research includes an extensive literature review, which indicates that traditional (outcome-focused) metrics that evaluate quality are not directly transferable to adaptive, ASD projects. We then conduct semi-structured interviews confirming the necessity of considering people and process aspects for quality considerations in agile. We propose three dimensions for composite metrics in ASD, namely, (1) evidence (2) expectation and (3) critical evaluation. This combines quantitative and qualitative information drawn from people, process, and outcome-related factors. The proposed model allows ASD teams to concurrently conduct quality assessment and improvement during their projects, producing innovative metrics, adhering to the core principles of the agile manifesto. In our next research stage, this reference model will be tested and validated in practice

Agile Software Development: Exploring the Values and Principles, Collaboration and Boundary Objects

Agile software development, both a movement and a set of software development methods, guided by the values and principles state in the Manifesto for Agile development (Beck et al. 2001), should not be seen only as a collection of development methods. This thesis proposes that in order to understand what constitutes differences or similarities between Agile organisations, one should apply a holistic view of Agile development. This view consists of three elements that form the Agile development environment: the perspective the organisations have towards Agile, the Agile process the organisations follow and the Agile structures that form the basis for the process. By proposing this framework of Agile engagement, the thesis answers following research questions: 1. How does collaboration in organisations differ under the various approaches towards Agile? 2. How do organisations structure collaboration between Agile teams and business stakeholders? 3. How are boundary objects used in collaboration between these groups? As research method, I followed the eight steps of the SPS approach and conducted a qualitative, interpretive case study. The study consists of three case studies. First, the Extreme Inc. case is an example of an organisation where the members hold an Avid perspective towards Agile methods. The organisation had arranged the collaboration to follow a tightly integrated model where boundary objects are applied to support the pair programming method and foster face-to-face collaboration. The case of Escapade and Carmine presents an example of an Inclusive Agile perspective, where organisations strive to focus on collaboration and boundary mitigation. The organisations had set up a collaboration configuration, where boundary spanners and all boundary objects were designed to create a sense of presence and ease of collaboration. The last case, the PrecautionCorp program, is a study of an organisation where the members of the organisation have chosen to observe Agile methods in a Pragmatic way. All collaboration between the stakeholders was organised via selected boundary spanners who mitigated the boundaries but also maintained a level of control over the chaos by applying a variety of boundary objects. By analysing the three case studies, I have identified three main elements that impact Agile software development: the perspective the organisations have towards the Agile philosophy which impacts the Agile process, that is, how the Agile methods are applied in practice; the configuration of the business stakeholder collaboration; and the application of the boundary objects. Based on this analysis, I have presented the framework for Agile engagement, a holistic theory that tied together the elements of Agile development. The practical contributions of this thesis are several: practitioners can apply the framework for Agile engagement when analysing their own positions, can benefit from better understanding of the relations between Agile process, Agile perspective and Agile structures, and can enhance their understanding of the best possible application of boundary objects

Exploring the emergence of collaborative practices in globally distributed agile software development

This thesis was submitted for the award of Doctor of Philosophy and was awarded by Brunel University LondonAgile software development approaches have emerged as a response to perceived frustrations of more heavyweight plan-driven methods, and have now become well established within the information systems field. More recently, there has been a tremendous growth in applying agile methods in globally distributed settings. In light of this, there is a pressing need to understand how agile practices are adapted which were originally conceived for collocated settings, and now actually being used in globally distributed settings, taking into account the challenges posed by such contexts. The aim of this thesis is to contribute to this research gap, with a quest to better understand and unpack the “black-box” of how collaborative practices evolve within global agile settings. The value of this research lies in improving and advancing our understanding of the challenges the team members go through in adapting agile practices in global contexts. The research also explores how collaborative practices can support agility in globally distributed settings. In order to contribute to knowledge and increase conceptual clarity, there is a need to carry out in-depth and in-situ research within an organisational context. By taking a socio-technical perspective this study intends to extend our existing knowledge on how collaborative practices are evolving in real-time practice within globally distributed agile settings. The empirical evidence is drawn from a globally distributed team, operating in a global financial bank with offices based in London and Delhi. Interpretive research methods including semi-structured interviews and observations are used to understand team members’ experiences of developing collaborative practices in a globally distributed context. Although existing literature on agile software development acknowledges the intrinsic significance of collaboration for effective functioning of agile methods, current studies fail to demonstrate a situated practice perspective on how collaborative practices are adapted in globally distributed settings. This study enlists the analytical concepts of boundary objects and Pickering’s “mangle of practice” to better understand the process of how collaborative practices evolve in globally distributed agile teams. The resulting analysis provides us with a much more nuanced understanding of how interactions take place in developing collaborative practices in globally distributed contexts. The findings reveal that collaborative practices within such settings tend not to follow from pre-set expectations of how agile practices should work, but are temporally emergent. Team members have to revise collaborative practices through an ongoing process of mutual “tuning” within their situated contexts, in order to achieve a gradual state of interactive stability or a steadiness of practices. The results demonstrate how actors address the challenges in developing shared understandings to drive forward the joint software development process across global locations and move towards supporting agility within the projects. The thesis presents a pluralistic conceptual framework called the Collaborative Tuning Approach, which aids in gaining critical insights of issues related to adapting agile practices and also demonstrates how collaborative practices can act as enabler to achieving agility in such settings. The framework explains the challenges the team members face and how these are overcome when attempting to modify practices and indeed how these evolve through an ongoing state of flux and uncertainty leading to hybrid agile practices

TOWARDS A FRAMEWORK FOR SHARED UNDERSTANDING AND SHARED COMMITMENT IN AGILE DISTRIBUTED ISD PROJECT TEAMS

Agile distributed Information Systems Development (ISD) is an innately social process in which distributed team members must continuously interact to develop new IT solutions. Existing literature suggests that shared understanding and shared commitment are essential for the effective functioning of agile distributed ISD project teams; however, the factors that shape the emergence of these two phenomena remain elusive. In this paper, we seek to develop a framework for investigating the interplay of factors that shape shared understanding and shared commitment during agile distributed ISD project team interactions. We draw on in-depth case study findings from an agile distributed ISD project called the “CHP project” which involved team members from diverse backgrounds such as academia, healthcare, and industry. The study reveals that shared understanding and shared commitment in agile distributed project teams are shaped by the dynamic interplay between macro-level (contextual) and micro-level (localised) factors. In particular, we find that diverse macro-level structures, identities, and cultures interplay with the micro-level vision, approach, and means of the project to impact shared understanding and shared commitment. Empirical findings also suggest that the absence of shared understanding and shared commitment can sometimes be constructive as conflict allows team members to air differences of opinio