双元能力如何促进企业全渠道转型

How Does Ambidextrous Capability Promote Omni-channel Transformation of Enterprises?

全渠道背景下,技术的更新迭代及消费者购物习惯的改变使企业面临着越来越多的挑战,“转型升级”成为企业获得持续发展和竞争优势的关键。本文选取不同案例样本,从双元能力视角探讨企业的全渠道转型问题。研究发现,双元能力对企业全渠道转型的影响主要体现在目标相容、价值共创、资源整合、信息共享四个方面。并且不同转型阶段对企业双元能力的要求也不尽相同,从单渠道到多渠道再到全渠道,企业双元能力实现了由同边双元能力到低阶跨边双元能力、再到高阶跨边双元能力的演变。此外,通过对案例企业的进一步研究还发现,高阶跨边双元能力的形成主要取决于组织结构、技术投入、企业文化、高管行为、网络关系等因素。

In the context of omni-channel, the renewal and iteration of technology and the change of consumers’ shopping habits make enterprises face more and more challenges. Transformation and upgrading has become the key for enterprises to obtain sustainable development and competitive advantage. This paper selects different case samples to explore the omni-channel transformation of enterprises from the perspective of ambidextrous capability. It is found that the impact of ambidextrous capability on enterprises’ omni-channel transformation is mainly reflected in four aspects, namely, goal compatibility, value co-creation, resource integration and information sharing. Among them, goal compatibility aims to help enterprises achieve the compatibility and consistency of transformation objectives. Value co-creation aims to help enterprises realize the harmonious coexistence between different stakeholders in the process of transformation. Resource integration aims to help enterprises realize the optimization of internal and external resource allocation in the process of transformation. Information sharing aims to help enterprises realize information exchange and sharing between different departments and organizations in the process of transformation. This paper also finds that the requirements for enterprises’ ambidextrous capability in different transformation stages are also different. From the single channel to the multi-channel and then to the omni-channel, enterprises’ ambidextrous capability has evolved from the same-side ambidextrous capability to low-order cross-border ambidextrous capability, and from low-order cross-border ambidextrous capability to high-order cross-border ambidextrous capability. It is noteworthy that the omni-channel transformation of enterprises can be realized either through the path of single channel to multi-channel to omni-channel or through that of single channel to omni-channel, which leads to two distinct paths and schemes in the construction of ambidextrous capabilities. This requires enterprises to make reasonable trade-offs in combination with their own conditions and resource conditions. In addition, through the further study of the case enterprises, it is also found that the formation of high-level cross-border ambidextrous capability mainly depends on factors such as organizational structure, technology investment, corporate culture, executives’ behavior, and network relationship. In terms of organizational structure, the flat organizational structure can reduce the management level, expand the management range, weaken the bureaucratic hierarchy consciousness,reduce the vertical division of labor and increase the horizontal cooperation based on informatization, so it plays an important role in the cultivation of high-level cross-border ambidextrous capability of enterprises. In terms of technology investment, the application of new technology can enable enterprises to reduce activity-based costs, improve information sharing, highlight value-added activities,and achieve high process flexibility and process efficiency. Therefore, it plays an important role in the cultivation of high-level cross-border ambidextrous capability. In terms of corporate culture, an open corporate culture not only helps to enhance the willingness of organizational members to exchange and absorb knowledge, but also helps the organization to break the existing learning paths and practices and restructure and reconstruct relevant resources in time. Therefore, it plays an important role in the cultivation of high-level cross-border ambidextrous capability of enterprises. In terms of executives’ behavior, the participation of senior managers can release the willingness and commitment of enterprise transformation, avoid negative emotions and resistance caused by inertia dependence in the process of transformation and change, reduce the conflict between different stakeholders, and achieve goal compatibility and value co-creation. Therefore, it plays an important role in the cultivation of high-level cross-border ambidextrous capability of enterprises. In terms of network relationship, the close network membership helps to share information and knowledge,and helps enterprises identify potential profit opportunities in time and establish long-term partnership based on complementary and heterogeneous resources, so that internal resources are no longer scarce. Therefore, it plays an important role in the cultivation of high-level cross-border ambidextrous capability of enterprises.