Working Through Frame Incongruence: A Process Perspective on Reframing for Digital Servitization

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

Abstract

Industrial firms are increasingly seeking new means of competitiveness by innovating their business models. One such change involves incorporating digital services and, in some instances, developing digital platforms. Although this change is receiving increasing attention, we are yet to understand how such changes are being framed and unfold in industrial firms. To address this gap, we undertake an in-depth exploratory case study of an industrial firm over an extended period to understand the framing and reframing activities. Our findings identify how motivational, diagnostic, and prognostic framing unfolds over distinct phases. Specifically, we find frame incongruence occurs amongst different groups of actors, requiring the firm to engage in strategies and tactics of frame alignment. We identify that management engages in the frame alignment processes of frame extension, frame clarification, and frame translation, which creates a space of 'workable certainty.' Although temporary, it helps propel the firm forward concerning its digital servitization strategy. Our study contributes by understanding the reframing process firms engage in to realize their digital servitization business model change. Our study raises important managerial implications for firms embarking on digital servitization, arguing the need for greater attention to how such changes are continually framed and reframed.
Original languageEnglish
Title of host publicationProceedings of the Eighty-third Annual Meeting of the Academy of Management
EditorsSonia Taneja
Number of pages1
Place of PublicationBriarcliff Manor, NY
PublisherAcademy of Management
Publication date2023
Pages2970
DOIs
Publication statusPublished - 2023
EventThe Academy of Management Annual Meeting 2023: Putting the Worker Front and Center - Boston, United States
Duration: 4 Aug 20238 Aug 2023
Conference number: 83
https://aom.org/events/annual-meeting/future-annual-meetings/2023-putting-the-worker-front-and-center

Conference

ConferenceThe Academy of Management Annual Meeting 2023
Number83
Country/TerritoryUnited States
CityBoston
Period04/08/202308/08/2023
Internet address
SeriesAcademy of Management Annual Meeting Proceedings
ISSN0065-0668

Cite this