Mimetic, coercive, and normative influences in institutionalization of organizational practices: The case of distance learning in higher education

In this study, DiMaggio and Powell's (1983) institutional model of isomorphic change is hypothesized to explain the changes witnessed in educational organizations with regard to the acceptance, implementation and institutionalization of distance learning. In order to show the power of institutional theory in explaining organizational change over time, a comparative qualitative case study methodology is utilized. Document analysis and interviews are used to explore the utility of this isomorphic change model. Each research question seeks to explore different influences of institutional isomorphism, coercive, normative, and mimetic.;DiMaggio and Powell (1983) suggest organizations converge on similar practices and behaviors and appear similar to like organizations over time. The appearance of change toward homogeneity is explored through the isomorphic change theory which indentifies three forces, coercive, normative and mimetic, influential in determining how adopted behaviors and practices become isomorphically accepted by the organizational field. Coercive isomorphism stems from political influence and organizational legitimacy, often conveyed through laws, regulations, and accreditation processes (or outside agency requirements); normative isomorphism is associated with professional values; and mimetic isomorphism is copying or mimicking behaviors that is a result of organizational response to uncertainty. By examining the organizational field for the presence of these forces and measuring the extent of these forces at various points in time one is able to explain convergence on regularized practices and institutionalized behaviors, or how an organizational field becomes institutionalized, around a particular idea or practice. The coercive, mimetic, and normative forces present in the field dictate institutionalization and theoretically produce an environment that induces organizational conformity, or homogeneity, through pressure to appear legitimate, competition, mandates associated with funding, and influential professional group and network values.