TY - GEN
T1 - Conflicting Identities During Digital Transformation Efforts of an Incumbent Automotive Firm
AU - Keilbach, Anna
AU - Hein, Andreas
AU - Krcmar, Helmut
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
PY - 2025
Y1 - 2025
N2 - Most manufacturing firms that undergo digital transformation fail to seize the expected benefits. A key reason is that those firms fail to extend their identity of operational excellence with a digital service provider identity, leading to tensions at the interface—the product. Although research has addressed individual aspects of organizational identity, how organizational identity evolves in incumbent firms remains to be understood. In a case study with a leading automotive manufacturer, we show how two conflicting identities lead to paradoxical tensions and how separating them through a spinoff shifts these tensions. This study provides initial results on conflicting organizational identities during digital transformation.
AB - Most manufacturing firms that undergo digital transformation fail to seize the expected benefits. A key reason is that those firms fail to extend their identity of operational excellence with a digital service provider identity, leading to tensions at the interface—the product. Although research has addressed individual aspects of organizational identity, how organizational identity evolves in incumbent firms remains to be understood. In a case study with a leading automotive manufacturer, we show how two conflicting identities lead to paradoxical tensions and how separating them through a spinoff shifts these tensions. This study provides initial results on conflicting organizational identities during digital transformation.
KW - Digital transformation
KW - Organizational identity
KW - Paradoxical tensions
UR - http://www.scopus.com/inward/record.url?scp=105001318198&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-80125-9_2
DO - 10.1007/978-3-031-80125-9_2
M3 - Conference contribution
AN - SCOPUS:105001318198
SN - 9783031801242
T3 - Lecture Notes in Information Systems and Organisation
SP - 19
EP - 31
BT - Transforming the Digitally Sustainable Enterprise - Proceedings of the 18th International Conference on Wirtschaftsinformatik, 2023, Vol. 3
A2 - Beverungen, Daniel
A2 - Lehrer, Christiane
A2 - Trier, Matthias
PB - Springer Science and Business Media Deutschland GmbH
T2 - 18th International Conference on Wirtschaftsinformatik, WI 2023
Y2 - 18 September 2023 through 21 September 2023
ER -