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2025 AOM Annual Meeting

TIM

Session: 26265: Employee and Organizational Behavioral Dynamics in Digital Transformation

18537: Strategic Framing of Digitalization Initiatives Across Different Audiences and Knowledge Levels (session 26265)

Tuesday, July 29, 2025
13:45 - 15:15 CEST (GMT+2)
Location: Bella Center: MR173
Session Type: Paper Session
Shareable link: https://cdmcd.co/d6npzg
How incumbent organizations successfully engage in digitalization has garnered much attention. A crucial aspect of the success of digitalization efforts is the effective communication of digitalization initiatives across hierarchical and knowledge boundaries among actors. Yet, how actors consider these knowledge divergences among audiences in their framing strategies remains a puzzle. Building on strategic framing, we thus investigate how strategic framing mechanisms unfold between actor groups and audiences with divergent knowledge. Therefore, we conducted a multiple case study based on 63 interviews and archival data from 15 incumbent firms and their digitalization processes. Our findings unfold strategic framing as a multi-audience process, developing nine framing strategies in four unique action outcomes. We extend strategic framing through a bi-directional understanding of framing strategies to bridge knowledge divergence and cast light on the role of knowledge and collective action in digitalization processes.

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