Digital consumers and the new ‘search’ practices of born digital organisations

IF 5.7 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Najmeh Hafezieh , Neil Pollock
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引用次数: 0

Abstract

Consumers play an increasingly central role in born digital organisations, including driving new approaches to consumer interaction, communication, and marketing. However, we know little about how born digital organise internally to manage and respond to consumer demands. In this paper, we studied an organisation providing online travel services where its aim was to reorganise internally, in relation to consumers, through developing a set of ‘search’ practices. The role of search is particularly salient for born digitals, giving rise to new roles and expertise where organisations attempt to pre-empt user actions. Through qualitative research, we show how a born digital organisation creates new practices that we label pre-emptive, reactive, reflective and adaptive. Our main finding is that rapidly and constantly reconfiguring practices, what these new experts call ‘constructive disruption’, is essential for born digitals to manage relationships with consumers. Our paper contributes by providing a better understanding of practices within born digital organisations, and specifically the practices born digitals use to navigate unpredictable emerging changes and produce constant novelty for customers. We also contribute to the concept of search and provide examples of how it might be employed to better understand digital organising and digital transformation.

数字消费者和数字化组织的新“搜索”实践
消费者在数字化组织中扮演着越来越重要的角色,包括推动消费者互动、沟通和营销的新方法。然而,我们对天生数字化的内部组织如何管理和响应消费者需求知之甚少。在本文中,我们研究了一家提供在线旅游服务的组织,该组织的目标是通过开发一套“搜索”实践来重组与消费者相关的内部组织。搜索的作用对于天生的数字人来说尤为突出,在组织试图抢先用户行动的地方,搜索产生了新的角色和专业知识。通过定性研究,我们展示了一个天生的数字化组织如何创造新的实践,我们将其称为先发制人、反应性、反思性和适应性。我们的主要发现是,快速和不断地重新配置实践,这些新专家称之为“建设性破坏”,对于天生的数字人管理与消费者的关系至关重要。我们的论文通过更好地理解天生数字化组织的实践,特别是天生数字化组织用来应对不可预测的新兴变化并为客户提供不断创新的实践,做出了贡献。我们还对搜索的概念做出了贡献,并提供了如何使用它来更好地理解数字组织和数字转型的例子。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
11.20
自引率
1.60%
发文量
18
期刊介绍: Advances in information and communication technologies are associated with a wide and increasing range of social consequences, which are experienced by individuals, work groups, organizations, interorganizational networks, and societies at large. Information technologies are implicated in all industries and in public as well as private enterprises. Understanding the relationships between information technologies and social organization is an increasingly important and urgent social and scholarly concern in many disciplinary fields.Information and Organization seeks to publish original scholarly articles on the relationships between information technologies and social organization. It seeks a scholarly understanding that is based on empirical research and relevant theory.
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