颠覆性环境下的组织身份变革与战略变革——比较研究及整合框架构建

在数字经济时代,组织所处的外部环境越发呈现高度动态性、不确定性甚至颠覆性特征,"变革"越来越成为组织应对颠覆性环境、保持竞争优势的重要途径。组织身份是组织成员关于"作为组织,我们是谁"的集体认知和共同信念,也是指导组织战略决策与实施的认知模式和行为准则(即"我是谁"决定"我应该做什么"),改变组织身份是实现很多重要战略变革的前提条件。通过构建组织身份变革与战略变革的整合性理论框架,本文对组织身份变革与战略变革进行系统比较,分析两者的差异性与内在逻辑关系,并从两者的整合视角探究传统企业转型升级、企业跨界经营、破坏性创新技术采纳等现象,发现跨界经营已成为数字经济时代企业经营战略的显著特征和普遍现象,传统企业转型升级应深入到组织身份层面,只有变革组织身份才能"抛弃"过去的认知模式和行为准则,真正将自己融入到数字经济时代。

Organizational Identity Change and Strategic Change in a Subversive Environment:Comparative Research and Construction of Integration Framework

In the era of digital economy,the external environment of an organization is more and more dynamic,uncertain and even subversive.“Change”has become an important way for an organization to cope with subversive environment and maintain its competitive advantage.Organizational identity is the collective cognition and common belief of the members of an organization about“who we are as an organization”,and also the cognitive mode and code of conduct guiding the strategic decision-making and implementation of an organization(i.e.“who I am”decides“what I should do”).Changing organizational identity is the prerequisite for many important strategic changes.By constructing an integrated theoretical framework of organizational identity change and strategic change,this paper makes a systematic comparison between organizational identity change and strategic change,analyzes their differences and internal logical relations,and explores the transformation and upgrading of traditional enterprises,cross-border operation of enterprises,adoption of disruptive innovation technologies and other phenomena from the perspective of integration of them,finding that cross-border operation has become a significant feature and common phenomenon of business strategy in the era of digital economy.The transformation and upgrading of traditional enterprises should go deep into the level of organizational identity.Only by changing organizational identity,can we“abandon”the past cognitive model and code of conduct and truly integrate ourselves into the era of digital economy.