Steve Maguire and Cynthia Hardy have been awarded $(Cdn) 127, 970 to study Technology Evolution and the Environment: A Discursive Perspective. Much of the existing work on technology evolution has emphasized the role of technological discontinuities – the appearance of new artifacts with functional or economic benefits that trigger the substitution of incumbent artifacts. As environmental issues have become central to the strategic agendas of firms, however, the substitution of polluting technologies with cleaner ones is driven by the identification, assessment and management of environmental risks. The growing importance of the discourse of risk in our society suggests that technology evolution results from discursive discontinuities i.e., the appearance of new arguments from non-market actors – NGOs, scientists, government departments, international agencies, etc. – about the risks posed by artifacts. This research program examines the role of discourse in the substitution of incumbent technologies associated with the generation of environmental risks, as well as the emergence of new “green chemistry” technologies associated with the alleviation of environmental risks.
|