DUAL ASPECT OF INNOVATIVE USE OF NEW COMMUNICATION TECHNOLOGIES IN A LARGE COMPANY

First of all are set the basis for an overall problematic on feeling how important the new communication technologies should be to business strategy in large companies. Then the adaptation to cultural logic is discussed and the innovative usage of new communication technologies as implemented in a given company are widely clarified. Especially the solution to ambivalent attitude towards new communication technologies is given when moving to innovation in some fields and by total lack of creativity in others. The cultural system as responsible for such kind of adaptation relies on a certain management logic intricately bound with economic technical and personnal promotion logics. Finally, the paper shows that changes in technology may contribute well to company development, the proper structure being already at hand, provided their cultural behavior consents to it.