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This study analyzes an organization’s predisposition to accept or reject an argument for change. Specifically, an analysis of the North Dakota Stockmen’s Association’s (NDSA) official response to the Strategic Plan for the National Animal Identification System revealed key themes attributing to NDSA’s perceived inadequacy of the plan. This study contends change agents who recognize the role of rhetoric in the diffusion process will be more effective if they are able to identify the discursive justifications needed to rationalize and legitimize the adoption of an innovation. Based on the literature reviewed and the analysis in this study, these justifications can be identified by analyzing organizational rhetoric and determining the influence of organizational leadership as an opinion leader in the diffusion process.

Identifying Adoption Barriers in Organizational Rhetoric: A Response to the Strategic Plan for the National Animal Identification System