The study of technical innovation in Professional Services has attracted growing interest among scholars, who have sought to analyze the process of organizational change and service transformation. However, very little attention has been devoted to understanding the process of adoption and diffusion of technical innovation in professional sectors. In this paper, we suggest that the relevance and peculiarity of institutional dynamics at play in the professional sectors warrant a specific focus aimed at laying out how they affect adoption and diffusion of technical innovation.

In particular, we highlight that cultural-cognitive and normative pillars, embedded in the classic or regulated professions, may significantly insulate professionals from efficient-choice lenses and act as either drivers or barriers of adoption of technical innovations depending on the nature of the technology in question. Our proposed hypothesis is that institutional mechanisms act as drivers for the adoption of trajectorial innovations i.e. technologies that improve existing sets of practices and routines, and as barriers for paradigmatic innovations i.e. technologies that substantively alter existing practices and/or strip away certain tasks from the hands of professionals.

Finally, we illustrate the role that social norms play as transmission mechanism of cultural-cognitive and normative pressures.

专业服务中的技术创新研究引起了越来越多的学者的兴趣，他们寻求分析组织变革和服务转型的过程。但是，很少有人专注于了解专业领域中技术创新的采用和传播过程。在本文中，我们建议专业领域中机构动力的相关性和特殊性值得特别关注，旨在阐明它们如何影响技术创新的采用和传播。

尤其要强调的是，嵌入在经典或受规制职业中的文化认知和规范支柱可能会使专业人士与有效选择的视角显着隔离，并根据技术的性质而成为采用技术创新的驱动力或障碍。问题。我们提出的假设是，制度机制是采用轨迹创新的驱动力，即改进现有做法和惯例集的技术，并且是范式创新的障碍，即实质性改变现有做法和/或剥夺某些任务的技术专业人士。

最后，我们说明了社会规范作为文化认知和规范压力传递机制的作用。