Making sense of context: “Conditions of possibility” and the shaping of website development

The purpose of this paper is to present an exploratory analysis of how key actors in three New Zealand regional tourism organizations interpret various local and general contextual conditions in accounting for website development, and how such sense‐making is likely to have shaped the configuration of generic web technology in each organization.

Narrative analysis of accounts provided by key actors involved in website development planning and decision‐making in three small tourism organizations is used. Where possible, the narrative analysis was supplemented by document review and interviews with other organizational stakeholders.

Despite their ostensibly similar roles, the three organizations developed websites that exhibited significant variation in scope, functionality and sophistication. The analysis suggests that much of this local variation in website form and function was the result of how the general managers (GMs) in these organizations, acting as “configurational intrapreneurs” in website development, interpreted contextual “conditions of possibility” in which their organizations were situated.

As analysis occurred after website development, recourse is made to development narratives authored in an interview setting by the GMs of the three organizations studied. It is argued that the sense‐making occurring in these situated narratives reflects the sense‐giving performed by these key actors during the website development process.

The study suggests that how specific conditions of possibility are perceived and mobilized by influential actors plays an important role in shaping the technological outcome of website development, particularly in small organizations. It demonstrates the utility of analysing the sense‐making processes inherent in narratives of information systems development as a way of understanding the strategic development and use of such systems.