Tripsas (2009) – Technology, Identity and Inertia through the Lens of “The
Digital Photography Company”
Research purpose
To understand the role of organizational identity in an organization’s adoption of new (identity-
challenging) technology
Research questions:
1) How does an organization’s identity affect its filtering of technological opportunities and its
ability to respond to identity-challenging technologies?
2) When an organization’s pursuit of an identity-challenging technology results in a shift of
identity, how does the change process unfold?
Methods
Single-case study of a digital photography company producing memory flashs
Grounded theory approach
Covering the whole lifespan of the company
Limitation: generalizability!
Organizational identity
= represents how organizational insiders and outsiders perceive an organization
Internal identity External identity
Shared understanding by org. members How outside audiences view the
regarding what is central, distinctive organization (e.g. institutional actors,
and enduring about their organization customers, suppliers etc.)
“Who are we? What kind of business
are we in?”
Guides strategic key decisions
Impact of organizational identity on technology adoption:
Acts like a lens through which (technological) opportunities are filtered
Org. identity is manifested in organizational routines and beliefs
Org. identity might blind organizational members for identity-challenging tech. opportunities
If identity-challenging technologies are noticed, they might necessitate a shift in a firm’s
identity
Change of identity
…can be difficult and risky because identity leads managerial actions and organizational routines
… is only effective when efforts to change identity reach deep within an organization’s processes
… sometimes happens first on the external identity, which then causes the internal identity to follow
Not every identity-challenging technology is worth undergoing organizational identity-
change!
Digital Photography Company”
Research purpose
To understand the role of organizational identity in an organization’s adoption of new (identity-
challenging) technology
Research questions:
1) How does an organization’s identity affect its filtering of technological opportunities and its
ability to respond to identity-challenging technologies?
2) When an organization’s pursuit of an identity-challenging technology results in a shift of
identity, how does the change process unfold?
Methods
Single-case study of a digital photography company producing memory flashs
Grounded theory approach
Covering the whole lifespan of the company
Limitation: generalizability!
Organizational identity
= represents how organizational insiders and outsiders perceive an organization
Internal identity External identity
Shared understanding by org. members How outside audiences view the
regarding what is central, distinctive organization (e.g. institutional actors,
and enduring about their organization customers, suppliers etc.)
“Who are we? What kind of business
are we in?”
Guides strategic key decisions
Impact of organizational identity on technology adoption:
Acts like a lens through which (technological) opportunities are filtered
Org. identity is manifested in organizational routines and beliefs
Org. identity might blind organizational members for identity-challenging tech. opportunities
If identity-challenging technologies are noticed, they might necessitate a shift in a firm’s
identity
Change of identity
…can be difficult and risky because identity leads managerial actions and organizational routines
… is only effective when efforts to change identity reach deep within an organization’s processes
… sometimes happens first on the external identity, which then causes the internal identity to follow
Not every identity-challenging technology is worth undergoing organizational identity-
change!
