Manufacturing managers and the adoption of advanced manufacturing technology

The theory of reasoned action is used to explain why manufacturing managers champion the adoption of advanced manufacturing technology (AMT). Championing includes familiarization behaviours, such as experimenting with new technologies, and promotion behaviours, such as convincing others of the benefits of new technologies. The theory of reasoned action suggests that championing behaviours of manufacturing managers are determined by their personal beliefs about the outcomes of the adoption of AMT and their beliefs about the attitudes of superiors, peers and subordinates towards AMT. The explanatory power of the theory of reasoned action is tested with data collected from a survey of manufacturing managers in the automotive parts industry. A partial least squares analysis of the data shows that the theory does explain the championing behaviours of familiarization and promotion. The paper concludes that personal beliefs about the outcomes of adoption of AMT are most significant in determining promotion behaviours and that beliefs about the attitudes of senior executives towards AMT automation are most significant in motivating familiarization behaviours.