Editing Structuration theory (section)

=== Business and structure ===
Structuration theory can also be used in explaining business related issues including operating, managing and marketing.

Clifton Scott and Karen Myers (2010<ref>{{Cite journal|last1=Scott|first1=Clifton|last2=Myers|first2=Karen|date=February 2010|title=Toward an Integrative Theoretical Perspective on Organizational Membership Negotiations: Socialization, Assimilation, and the Duality of Structure|url=https://academic.oup.com/ct/article/20/1/79-105/4085663|journal=Communication Theory|language=en|volume=20|issue=1|pages=79–105|doi=10.1111/j.1468-2885.2009.01355.x|url-access=subscription}}</ref>)studied how the duality of structure can explain the shifts of members' actions during the membership negotiations in an organization by This is an example of how structure evolves with the interaction of a group of people.

Another case study done by Dutta (2016<ref>{{Cite journal|last1=Dutta|first1=Dev K.|last2=Malhotra|first2=Shavin|last3=Zhu|first3=PengCheng|date=February 2016|title=Internationalization process, impact of slack resources, and role of the CEO: The duality of structure and agency in evolution of cross-border acquisition decisions|url=https://linkinghub.elsevier.com/retrieve/pii/S1090951615000395|journal=Journal of World Business|language=en|volume=51|issue=2|pages=212–225|doi=10.1016/j.jwb.2015.07.001|url-access=subscription}}</ref>) and his research team shows how the models shift because of the action of individuals. The article examines the relationship between [[Chief executive officer|CEO]]'s behavior and a company's cross-border [[Mergers and acquisitions|acquisition]]. This case can also demonstrate one of the major dimensions in the duality of structure, the sense of power from the CEO. Authors found out that the process follows the theory of duality of structure: under the circumstances of CEO is [[Overconfidence effect|overconfident]], and the company is the limitation of resources, the process of cross-border acquisition is likely to be different than before.

Yuan ElaineJ (2011<ref>{{Cite journal|last1=Yuan|first1=Elaine J.|last2=Ksiazek|first2=Thomas B.|date=2011-05-25|title=The Duality of Structure in China's National Television Market: A Network Analysis of Audience Behavior|url=http://www.tandfonline.com/doi/abs/10.1080/08838151.2011.570825|journal=Journal of Broadcasting & Electronic Media|language=en|volume=55|issue=2|pages=180–197|doi=10.1080/08838151.2011.570825|s2cid=55934782 |issn=0883-8151}}</ref>)'s research focused on a certain demographic of people under the structure. Authors studied Chinese TV shows and audiences' flavor of the show. The author concludes in the relationship between the audience and the TV shows producers, audiences' behavior has higher-order patterns.

Pavlou and Majchrzak argued that research on business-to-business [[e-commerce]] portrayed technology as overly [[determinism|deterministic]]. The authors employed structuration theory to re-examine outcomes such as economic/business success as well as trust, coordination, innovation, and shared knowledge. They looked beyond technology into organizational structure and practices, and examined the effects on the structure of adapting to new technologies. The authors held that technology needs to be aligned and compatible with the existing "trustworthy"<ref name="Business to business">Pavlou, P.A>, & Majchrzak, A. (2002). Structuration theory: Capturing the complexity of business-to-business intermediaries. In M. Warkentin (Ed.), ''Business to business electronic commerce: Challenges & solutions'' (pp.175-189). Hershey, PA: Idea Group Publishing.</ref>{{rp|179}} practices and organizational and market structure. The authors recommended measuring long-term adaptations using ethnography, monitoring and other methods to observe causal relationships and generate better predictions.