Computer conferencing systems link groups of users who “meet”; in the virtual space of a computer and interact around a common purpose or topic. These electronically constituted and mediated groups can mirror, cross‐cut, or hive off from existing organizational structures. This article reports a study of organizational structuring processes that accompany the introduction of a computer conferencing system in six industrial organizations. The relationships among technological capabilities and constraints, existing organization structures, managerial intent, and the unanticipated consequences of implementation for structural change are discussed. Employing the same software system in each case, organizational outcomes are radically different.