Contribution
Description: Much is known about successful processes of transfer. But against this, less is known concerning the failure. Regarding the scientific literature this fact is amazing because many authors underline the normality of failure. However, knowledge about this topic is also required in order to be able to understand both sides of transfer. It is especially needed to be able to explain transfer neither as a phenomenon based on personal skills nor as a rationally taken decision like a "selection of the best". In our paper we refer to the dissemination of "sustainable development" (SD). Concerning this, we can realise that it might influence decisions in ambiguous ways: it is a draft which simultaneously touches cognitive and emotional aspects of decision.
Our main aim in the paper is to gain approaches to the question what variables may influence such decisions under uncertainty. Therefore, we firstly recontextualise Rogers' theory of diffusion of innovations under the light of psychological theories with regard to emotions, tolerance of ambiguity, and trust concerning to SD. Secondly, we introduce an overview over qualitative and quantitative methodical accesses in the context of methodological triangulation.
In our lecture we will take apart the draft of SD in the light of different types of knowledge and competencies. As far as SD should be realised in various organisational contexts (e.g. schools, firms, NGOs, projects), we stand for the thesis that due to the ambiguity of innovations on the one hand individual competences, knowledge, goals, and emotions, and on the other hand tacit organisational 'Leitbilder' determinate or at least contribute to the decision-making process. Both parts can stand in a conflict to each other that hinders transfer.
Methodology: Due to these considerations, consequences must be pulled with regard to the process of gathering data: In order to analyse success or failure of SD projects, research data can't only be gained from one single point of a methodological view. Only the combination of social research methods - explorative and standardized - permits a precise look at the tranfer process with all concerned social groups and organisational aspects. Therefore, we suggest an empirical design of triangulation between methods, data and theories. Several approaches such as Leitbildanalysis or questionnaires generate different results which have to be referred to each other.
Conclusions: Based on the main thesis - the occurence of failure is the rule - we underline the necessity of a "holistic" research on transfer that also includes the failure. Therefore we need on the one hand basic research and, at the same time, elaborated research to the question concerning the readiness for innovation in various groups of the population.
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