Alignment: Resolving Ambiguity within Bounded Choices

IS/business alignment has been studied for many years but we do not seem to be any nearer an understanding of the process of alignment. This research, using the grounded theory methodology, indicates that the major concern of IS managers when considering alignment is the ambiguity surrounding the differences between espoused strategies, strategies in use and the actions of business managers that support self-interest. In coping with this ambiguity IS managers at all levels of an organization adopt one of two coping responses: Technological or Collaborative. The choice of response is bounded by various factors making up the Locus of Comprehension and Locus of Control. Each response has certain characteristics that affect both the level and target of alignment. Once a coping response has been established it then becomes extremely difficult to change. The theory has a number of implications in understanding previous research and our investigation into alignment.