Pathways for Digital Transformation: An Organizational Identity Perspective Short Paper
Type
conference paper
Date Issued
2023
Author(s)
Abstract
In the rapidly evolving digital transformation (DT) landscape, understanding organizational identity (OI) complexities becomes imperative. Leveraging a comparative analysis of AutoCorp and its spinoff, SoftCorp, this paper unfolds OI tensions in the context of DT. Despite advances in the literature on OI and DT, a gap exists in understanding how conflicting identities within a parent company and its spinoff can impact the organizations and the products they develop. We unearth that the dominant identity in AutoCorp, rooted in traditional manufacturing, creates tensions with the digital service-provider identity in SoftCorp. Additionally, we find that such separation may temporarily relieve internal tensions but introduce new challenges at the organizations' boundaries, affecting the digitized product. Our findings contribute to the theoretical discourse in OI and provide insights for companies undergoing DT. In our ongoing research project, we plan to develop an integrative framework reconciling these diverging identities for optimal digitized product development.
Language
English (United States)
Keywords
Digital Transformation
Organizational Identity
Incumbent Firm
Case Study
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
International Conference on Information Systems
Event Location
Hyderabad, Germany
Subject(s)
Division(s)
File(s)![Thumbnail Image]()
Name
Keilbachetal._2023ICIS.pdf
Size
253.13 KB
Format
Adobe PDF
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