摘要
在我国不断壮大绿色环保产业以增进民生福祉的背景下,借助数字技术实现环保业品牌跨界已成为发展趋势,但对数字技术驱动的品牌跨界过程机理的理论研究尚有不足。通过对启迪环境的纵向案例分析,从结构化理论视角构建数字技术驱动的品牌跨界机理模型,发现:通过数字技术的获取、共享、应用、穿透、集成创新,组织结构发生调整进而实现品牌跨界;不同阶段技术驱动下组织结构调整具体表现为“构成性规则-规范性规则”的规则变化下组织由内而外地整合利用配置性和权威性资源;品牌跨界经历了“垂直边界-水平边界”的内部边界跨越,到“纵向边界-横向边界-纵向+横向多维边界”的外部边界跨越过程,并且内部与外部边界跨越相互促进,循环跃升。
China is committed to developing environmental protection industries to improve people’s well-being.It is common for the environmental industry to use digital technology to achieve boundary spanning.However,there is still a theoretical gap in the mechanism of the boundary crossing process driven by digital technology.Drawing on structuration theories,this paper conducts a longitudinal single case study of TUS-EST(Tus Environmental Science And Technology Development Co.,ltd.)which practices brand boundary-crossing actively,and builds a model of boundary crossing mechanism driven by digital technology.And three conclusions are reached.First,by acquiring,sharing,utilizing,penetrating and integrating,digital technology adjusts organizational structures to achieve boundary crossing.Second,digital technology drives the adjustment of the organizational structure at different stages,specifically,the organization integrates the allocation and authority resources from inside to outside under the rule change of“constructive rule-normative rule”.Finally,organizational boundary crossing experiences a process from the internal boundary of“vertical boundary-horizontal boundary”to the external boundary of“vertical boundary-horizontal boundary-vertical&horizontal multi-dimensional boundary”.The internal and external boundaries reinforce each other and move in cycles.
作者
王雪莲
张雪
刘宏
孙家慧
徐博宏
WANG Xue-lian;ZHANG Xue;LIU Hong;SUN Jia-hui;XU Bo-hong(School of Economics and Management,Hebei University of Technology,Tianjin 300401,China)
出处
《管理案例研究与评论》
CSSCI
北大核心
2022年第6期636-651,共16页
Journal of Management Case Studies
基金
国家社科基金一般项目“数字化转型背景下品牌跨界共生机理与路径研究”(19BGL103)。
关键词
数字技术
品牌跨界
结构化理论
digital technology
brand boundary-spanning
structuration theory
