ABSTRACT
This chapter examines two of the human issues, motivation and structure. It discusses each issue with a story—a story about a mythical company that introduces innovations into the process of communication without adequately considering the motivation for and structure of communication. The impact of an organizational innovation may be undesirable unless the manager considers the motivational aspects of the innovation. In particular, the manager must consider the specific needs for communication and the incentives for communication. The most important innovation for most organizations is to restructure the role of the person in charge of the scientific and technical information (STI) system. The STI executive of the future must be a person who is capable of and is recognized for the planning needed to anticipate and evaluate needs for communication. The STI executive must also be someone who understands the behavior of people in organizations and who can help other managers anticipate the motivational consequences of new structures and new procedures.
