The concept of organizational assimilation of information technology (IT) innovations is under-explored in the research literature. Here we rethink the concept, focusing on assimilation in use, in particular. Taking an organizational learning perspective, we propose that experimentation in use serves as the assimilative engine, driving the innovation's interpretation and routinization, leading in turn to its eventual conceptual sublimation and taken-for-grantedness. From this model, several new opportunities for research are identified.
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