在位企业数字服务化转型的动力机制——基于主导逻辑转换的纵向案例研究

Dynamic Mechanism of Digital Service Transformation of Incumbent Enterprises:A Longitudinal Case Study based on Dominant Logic Transformation

数字服务化转型已成为在位企业创造和保持竞争优势的重要工具,如何驱动在位企业实现转型的支配性与适应性,成为在位企业数字服务化转型中面临的关键难题。本文立足主导逻辑转换视角,通过对三一重工的纵向案例研究,提出了一个基于主导逻辑生成与转换的在位企业数字服务化转型的动力机制模型。研究发现:第一,在位企业数字服务化转型的主导逻辑生成,是企业阶段化关注焦点与其关键战略行动事件的因果逻辑相互适配,并与嵌入的情境因素相互作用的结果。第二,在位企业数字服务化转型的主导逻辑并非一成不变,实现转换的关键动力来源于企业所嵌入的情境因素动态平衡变异抑制与变异涌现。主导逻辑转换是通过基于机会寻求的变异涌现来弥补占优逻辑产生的变异抑制,进而提升主导逻辑的灵活性与适应能力。第三,在位企业数字服务化转型本质上是主导逻辑生成与转换发挥“过滤器”与“透镜”共同作用的结果,其适应能力取决于环境线索感知与主导逻辑的选择变异过程相匹配。本文从主导逻辑转换的视角出发,对在位企业数字服务化转型的基础服务、延伸服务、智能服务三个阶段的转型过程进行了完整呈现,厘清了数字服务化转型的动力机制,为在位企业在数字服务化过程中突破路径依赖提供一定的借鉴。

Digital servitization transformation has become an important tool for incumbent enterprises to create and maintain competitive advantages.How to drive incumbent enterprises to realize the dominance and adaptability of transformation has become a key problem in the digital servitization transformation of incumbent enterprises.Based on the perspective of dominant logic transformation,this paper chooses Sany Heavy Industry as the research object,uses longitudinal case study to deconstruct the generation and transformation mechanism of dominant logic behind the transformation,realizes mutual adaptation in response to the embedding effect of situational factors based on strategic focus and causal logic of key events,and then promotes the generation of dominant logic,and realizes the dynamic transformation of dominant logic by balancing the forces of variance suppression and variance emergence in the environment,and then explains the dynamic mechanism of digital servitization transformation of incumbent enterprises.The findings are as follows:First,the dominant logic generation of the digital servitization transformation of incumbent enterprises is the result of the mutual adaptation of the causal logic of phased focus and its key strategic action events,and the interaction with embedded situational factors.Second,the dominant logic of digital servitization transformation of incumbent enterprises is not static,and the key dynamic mechanism of its transformation lies in dynamically balancing the two forces of variance suppression and variance emergence based on embedded situational factors.The transformation of dominant logic is to make up for the variance inhibition caused by dominant logic through the emergence of variance based on opportunity seeking,and then improve the flexibility and adaptability of dominant logic.Moreover,the transformation of digital service in the incumbent enterprise is essentially the result of the joint action of “filter” and “lens” in the generation and transformation of leading logic,and its adaptability depends on the matching of environmental clue perception and the selection and variation process of leading logic.The main contributions of this study are reflected in the following three aspects:First,by incorporating the perspective of dominant logic transformation into the digital service transformation process of incumbent enterprises,we provide a comprehensive presentation of their digital service transformation through three stages:basic services,extended services,and intelligent services.We also conduct an in-depth investigation of the generation and transition of dominant logic at each stage,thereby enriching and advancing research on the micro-foundations and transformation processes of digital servitization.Second,we summarize the sources of impetus for digital servitization from two perspectives:variation suppression and variation emergence,addressing the inadequacy of unclear mechanisms underlying the dynamic transformation of dominant logic.This enhances our understanding of the critical role of dynamic balance between variation emergence and variation suppression in achieving dominant logic transformation,highlighting the driving mechanisms behind digital service transformation.Third,the essence of digital service transformation in incumbent enterprises is the result of the joint effect of “filter” and “lens” roles played by the generation and transition of dominant logic.This enhances our awareness of the dominance and adaptability of dominant logic,improving our understanding of its crucial role in achieving path dependence and path creation throughout transformation.From the perspective of dominant logic transformation,this paper presents the transformation process of three stages of digital servitization transformation of incumbent enterprises,and clarifies the roles of variation emergence and variation suppression in fostering the dynamic mechanism of digital servitization transformation,which provides significant guidelines for incumbent enterprises to realize path dependence and path breakthrough in the process of digital servitization transformation.First,top managers must improve strategic transformation cognition,staying sensitive to industry trends and processes.They should enhance information perception and filtering to build staged competitive advantages during digital servitization transformation,guiding other firms.Second,digital servitization is essential;managers must be flexible,improving environmental scanning and perception beyond current advantages.They should explore new technological and market opportunities,analyzing the dynamic relationship between existing strengths and new chances to increase flexibility and adaptability.Third,managers must recognize variation inhibition and emergence,using past data and forward-looking visions to compensate for strategic lag,raising decision-making cognition and boosting transformation success rates.