This paper was presented at AICTE Sponsored National e-Conference 2020 titled “The Role of Management Practices in Business Sustainability in an Era of Technology Disruptions”.
Technology changes fast, but it takes generations to change the minds and behaviour of people. It is natural for people to resist change. The real problem, then, is not technology, but the basic human instinct to resist change. The vehicle of business runs on two uneven wheels – one wheel (technology) runs at jet speed and the other (people/mindsets) at bullock cart speed. It is extremely important to address this “inertia of the human mind” to sustain businesses.
Since the problem is behavioral and not technical, you need a solution with a behavioural approach. Hence the author has coined a new term called “Behavioral IT®” to address the social issues of IT. Behavioral IT can be looked at as a new field of study, a managerial skill or/and a strategy which deals with the psychological, behavioural and attitudinal aspects of technological change.
Business Sustainability stands on three pillars: Environmental Sustainability, Economic Sustainability and Social Sustainability. Behavioral IT® contributes directly to social and economic sustainability, which are relatively overlooked aspects of sustainability.
