New ways of working (NWW): work space and cultural change in virtualizing organizations

This study offers a grounded theory of 'new ways of working' (NWW), an organizational design concept of Dutch origin with a global relevance. NWW concern business solutions for flexible workspaces enabled by digital network technologies. Theoretically, NWW are analysed with reference to Lefebvre's theory on the 'production of space' and are defined along three dimensions: the spatiotemporal 'flexibilization' of work practices, the 'virtualization' of the technologically pre-defined organization, and the 'interfacialization' of meaning making in the lifeworld of workers. Empirically, NWW are explored in a case study of an insurance company which in 2007 radically implemented NWW. The case study consists of a longitudinal - before and after implementation - research based on ethnographic fieldwork, conducted in 2007 and 2010. The article contributes with a conceptual framework for the analysis and management of NWW, and highlights contradictions and ambiguities in the implementation and appropriation of this innovative organizational design.