MANAGING TOP-DOWN ELEARNING STRATEGY AND BOTTOM-UP CULTURE IN THE ADOPTION OF ELEARNING IN HIGHER EDUCATION

The adoption of learning technologies applications is seen to occur in isolation from institutional infrastructure, manifested as small-scale initiatives that rely on the efforts of local enthusiasts and the goodwill of tutors. Using interview-based case study research, this paper outlines how five prominent UK universities developed a devolved an eLearning strategy that aimed to integrate top-down approach with bottom-up culture allowing for 'non-standard' approaches to teaching and learning. In order to examine and understand the role of the individual (agency) and structure that influence the adoption and diffusion of eLearning, Giddens' theory of structuration was used as it focuses on the interplay between social structures and human action. Fundamentally, the paper argues that policy makers need to accommodate a broad tolerance for variations in practice, develop ways to involve and engage academic staff from the outset in shaping the direction of eLearning, provide forums for sharing practice and foster collaboration involving a high degree of involvement amongst cross-functional teams emphasising teamwork, shared resources, and joint goals. Institutional approaches to the adoption and diffusion of eLearning need to accommodate a broad tolerance for variations in practice and diversity in innovations that allows for non-standard and even contradictory eLearning developments. The findings further suggest that the university executive responsible for eLearning need to develop ways to involve and engage academic staff from the outset in shaping the direction of eLearning at a strategic level, and to encourage staff commitment by placing the ownership of eLearning with them. The themes identified from the case analysis underpin the prescriptive model for the adoption and diffusion of eLearning. The model has immediate practical value for the managers responsible for diffusion of eLearning in higher education.