摘要
随着数字情境的不确定性日益骤增,企业与客户间价值关系也逐渐从产品主导逻辑的价值交易转变为服务主导逻辑的价值共创。尽管现有研究提出了这种价值转型前后的特征差异,但关于创新型企业如何从价值交易转变为价值共创缺乏深入理论探讨。本研究以容智信息科技公司为调研对象,构建出创新型企业在数字化转型进程中从价值交易到价值共创的转型过程模型。研究发现:(1)企业从价值交易转向价值共创需依次经历连接迭代与赋新迭代两个过程;(2)在连接迭代中,企业依次通过前瞻性认知、适应性重构、创造性搜寻打破资源受限,形成数字资源优势,实现从产品提供商到数字化赋能企业、以产品为中心到以客户为中心的转变;(3)在赋新迭代中,企业依次通过数字资源能力的聚合、数字产业链的衍射、数字生态的共生突破优势选择,发展智能生态,实现从满足客户现有需求到挖掘客户潜在需求、从产品主导逻辑到服务主导逻辑的转变;(4)创新型企业的价值转型表现出一种在数字战略认知中的持续迭代与数字跃升逻辑,分别在连接与赋新迭代中解决资源受限与优势选择问题。本文研究结论不仅解构了数字战略认知框架,建构了创新型企业数字化转型的双重逻辑,而且延伸了数字化转型情境下组织能力理论。
With the increasing uncertainty of the digital situation,the value relationship between enterprises and customers changed from the value transaction mode of product dominant to the value co-creation mode of service dominant.Although existing studies stated the characteristic differences in terms of value transformation,there is a lack of in-depth theoretical discussion on how innovative enterprises evolve from value transaction to value co-creation.Taking Infodator company as the research object,the present study constructs the transformation model of innovative enterprises from value transaction to value co-creation in the process of digital transformation.The results show that:(1)Enterprises require to experience two successive processes,namely"connecting"iteration and"endowing"iteration,in their transformation from value transaction to value co-creation.Specifically,digital strategy cognition activates the"connecting"iteration process,promotes the digital leap from digital resources accumulation to digital resources capability,and then gains access to the"endowing"iteration process;(2)During the"connecting"iteration,enterprises breakthrough resource constraints by means of forward-looking cognition,adaptive reconstruction and creative search,form their digital resource advantages,and realize the transformation from ordinary software suppliers to digital empowering enterprises,and from product-centric to customer-centric;(3)In the process of the"endowing"iteration,enterprises overcome path dependence through three modes:the aggregation of digital resource capabilities,diffraction of digital industry chain and symbiosis of digital ecology,develop intelligent ecology,and thus accomplish the evolution from meeting customers’existing needs to mining customers’potential needs,and from product-orientated logic to service-orientated logic;(4)The value transformation of innovative enterprises shows a logic of continuous iteration and digital jump under their digital strategy cognition,and its essence lies in dealing with resource constraints in the"connecting"iteration,and advantage adoption in the"endowing"iteration,and finally achieve the jump from the accumulation of digital resources in the"connecting"iteration to the aggregation of digital resource capabilities in the"endowing"iteration.This study not only deeply deconstructs the cognitive framework of digital strategy,constructs the dual logic of the digital transformation of innovative enterprises,but extends the organizational capability theory in the context of digital transformation as well.
作者
李树文
罗瑾琏
胡文安
Li Shuwen;Luo Jinlian;Hu Wenan(School of Economics and Management,Dalian University of Technology;School of Economics and Management,Tongji University;Shandong Institute of Talent Development Strategy,Shandong University)
出处
《管理世界》
CSSCI
北大核心
2022年第3期125-144,共20页
Journal of Management World
基金
国家自然科学基金项目(72072128、71772138、72002154、72072110)的资助。
关键词
价值转型
数字化转型
数字战略认知
连接迭代
赋新迭代
数字跃升
数字资源能力
value transformation
digital transformation
digital strategy cognition
connecting iteration
endowing iteration
digital jump
digital resource capability
