In literature, much has been written about the two founding constructs of this research: heritage and digital transformation. But, very few articles have related these two constructs, above all no research has been done on how heritage, if activated, can itself become a dynamic capability that helps companies face the challenge of digital transformation. In addition, this research focused on the Champagne sector, a traditional, élite and very conservative market. A context in which heritage plays a fundamental role in distinguishing itself from other competitors. What is fundamental is that many companies are aware of the historicity within themselves but, taking it a little for granted, they cannot make fun of this. This research aims to analyze the relationship between heritage and digital transformation. The idea behind this research is to consider heritage as a dynamic capability, a skill that can be "activated". A literature review on digital transformation has shown that heritage often plays a "conservative" role, a sort of resistance to changes, especially digital ones. The history, traditions, people and strategies that characterized that company have created a trajectory that is difficult to change. Starting from a general question: what relationship is there between heritage and digital transformation? I then focused on: RQ1: To which of the 3 dynamic capabilities can the heritage be traced? RQ2: Is it possible to hypothesize the conditions for activating the heritage? The heritage construct is often linked to the concept of family business, craftsmanship and product quality. But more generally, enhancing the history of a company, making it relevant for the present and for the future, it allows brands to differentiate themselves and create a competitive advantage, to communicate their values, create an emotional connection with the consumer and affirm their own authenticity. To answer the research questions that guided this study, I used, starting from an inductive research model based on the case study, one of the most used tools of the qualitative methodology: the interview. Qualitative research intends to understand how people in a certain social setting experience and perceives things (Creswell, 2014). Such is generally considered appropriate by means of creating clarity within a specific field, concept, phenomenon or research topic marked by confusion or ambiguity. The study progressed through three different stages. The first stage concerns desk analysis about heritage and digital transformation. In addition, a literature review on the topic "dynamic capability" was also carried out to answer the research question. Defining these constructs has allowed me to have a greater command of the scientific literature on these issues. The second stage involved the identification of sectors and companies for which an in-depth qualitative case study could take place. After considering a number of sectors the researches decided to focus on Champagne industry; as a sector characterized by strong heritage and strong tradition. During the third stage, I collected data in Maison Taittinger during a fourth-month period in 2019. This research is based on 2 case studies. The first case study (Maison Taittinger) analyzes with 8 interviews and analysis of secondary material (archival data, journals, books, etc). The second case study (Maison Krug) was analyzed only with secondary data.

In letteratura, molto è stato scritto sui due costrutti fondanti di questa ricerca: heritage e trasformazione digitale. Pochissimi articoli però hanno messo in relazione questi due costrutti, soprattutto nessuna ricerca è stata condotta su come l'heritage, se "attivato", possa diventare esso stesso una dynamic capability che aiuta le aziende ad affrontare la sfida della trasformazione digitale. Inoltre, questa ricerca si è concentrata sul settore dello Champagne, un mercato tradizionale, elitario e molto conservatore. Un contesto in cui il patrimonio gioca un ruolo fondamentale per potersi distinguere dai competitors. Fondamentalmente, molte aziende sono consapevoli dell'heritage dentro di sé ma, ormai è presente da così tanto tempo che lo danno per scontato. Questa ricerca si propone di analizzare la relazione tra heritage e trasformazione digitale. L'idea alla base di questa ricerca è quella di considerare l'heritage come una dynamic capability, un'abilità che può essere "attivata". Una rassegna della letteratura sulla trasformazione digitale ha mostrato che l'heritage gioca spesso un ruolo "conservatore", una sorta di resistenza ai cambiamenti, soprattutto quelli digitali. La storia, le tradizioni, le persone e le strategie che hanno caratterizzato quell'azienda hanno creato una traiettoria difficile da cambiare. Partendo da una domanda generale: che rapporto c'è tra heritage e trasformazione digitale? Poi mi sono concentrata su: RQ1: A quale delle 3 dynamic capability è riconducibile l'heritage? RQ2: È possibile ipotizzare delle condizioni organizzative per l'attivazione dell'heritage? La costruzione dell'heritage è spesso collegata al concetto di azienda familiare, artigianato e qualità del prodotto. Ma più in generale, valorizzare la storia di un'azienda, rendendola rilevante per il presente e per il futuro, permette ai brand di differenziarsi e creare un vantaggio competitivo, di comunicare i propri valori, creare una connessione emotiva con il consumatore e affermare i propri autenticità. Per rispondere alle domande di ricerca che hanno guidato questo studio, ho utilizzato, partendo da un modello di ricerca induttiva basato sul caso studio, uno degli strumenti più utilizzati della metodologia qualitativa: l'intervista. La ricerca qualitativa intende capire come le persone in un determinato contesto sociale sperimentano e percepiscono le cose (Creswell, 2014). Ciò è generalmente considerato appropriato per creare chiarezza all'interno di uno specifico campo, concetto, fenomeno o argomento di ricerca caratterizzato da confusione o ambiguità. Lo studio è progredito attraverso tre diverse fasi. La prima fase riguarda una literature review su heritage e trasformazione digitale. Inoltre, è stata effettuata anche una revisione della letteratura sull'argomento "dynamica capability" per rispondere alla domanda di ricerca e creare un framework teorico. La definizione di questi costrutti mi ha permesso di avere una maggiore padronanza della letteratura scientifica su questi temi. La seconda fase ha riguardato l'individuazione dei settori e delle aziende per i quali potrebbe svolgersi un approfondito caso di studio qualitativo. Dopo aver considerato alcuni settori la ricerca ha deciso di concentrarsi sull'industria dello Champagne; in quanto è un settore caratterizzato da un forte heritage e da una forte tradizione. Durante la terza fase, ho raccolto i dati nella Maison Taittinger durante un periodo di visiting di 4 mesi (da Marzo a Giugno 2019). Questa ricerca si basa su 2 casi di studio. Il primo caso di studio (Maison Taittinger) analizzato con 8 interviste e analisi di materiale secondario (dati d'archivio, riviste, libri, ecc.). Il secondo caso di studio (Maison Krug) è stato analizzato solo con dati secondari.

(2021). Heritage as dynamic capability: organizational analysis of two Maison in Champagne sector. (Tesi di dottorato, Università degli Studi di Milano-Bicocca, 2021).

Heritage as dynamic capability: organizational analysis of two Maison in Champagne sector

BUA, ILENIA
2021

Abstract

In literature, much has been written about the two founding constructs of this research: heritage and digital transformation. But, very few articles have related these two constructs, above all no research has been done on how heritage, if activated, can itself become a dynamic capability that helps companies face the challenge of digital transformation. In addition, this research focused on the Champagne sector, a traditional, élite and very conservative market. A context in which heritage plays a fundamental role in distinguishing itself from other competitors. What is fundamental is that many companies are aware of the historicity within themselves but, taking it a little for granted, they cannot make fun of this. This research aims to analyze the relationship between heritage and digital transformation. The idea behind this research is to consider heritage as a dynamic capability, a skill that can be "activated". A literature review on digital transformation has shown that heritage often plays a "conservative" role, a sort of resistance to changes, especially digital ones. The history, traditions, people and strategies that characterized that company have created a trajectory that is difficult to change. Starting from a general question: what relationship is there between heritage and digital transformation? I then focused on: RQ1: To which of the 3 dynamic capabilities can the heritage be traced? RQ2: Is it possible to hypothesize the conditions for activating the heritage? The heritage construct is often linked to the concept of family business, craftsmanship and product quality. But more generally, enhancing the history of a company, making it relevant for the present and for the future, it allows brands to differentiate themselves and create a competitive advantage, to communicate their values, create an emotional connection with the consumer and affirm their own authenticity. To answer the research questions that guided this study, I used, starting from an inductive research model based on the case study, one of the most used tools of the qualitative methodology: the interview. Qualitative research intends to understand how people in a certain social setting experience and perceives things (Creswell, 2014). Such is generally considered appropriate by means of creating clarity within a specific field, concept, phenomenon or research topic marked by confusion or ambiguity. The study progressed through three different stages. The first stage concerns desk analysis about heritage and digital transformation. In addition, a literature review on the topic "dynamic capability" was also carried out to answer the research question. Defining these constructs has allowed me to have a greater command of the scientific literature on these issues. The second stage involved the identification of sectors and companies for which an in-depth qualitative case study could take place. After considering a number of sectors the researches decided to focus on Champagne industry; as a sector characterized by strong heritage and strong tradition. During the third stage, I collected data in Maison Taittinger during a fourth-month period in 2019. This research is based on 2 case studies. The first case study (Maison Taittinger) analyzes with 8 interviews and analysis of secondary material (archival data, journals, books, etc). The second case study (Maison Krug) was analyzed only with secondary data.
QUACQUARELLI, BARBARA
FERRI, PAOLO MARIA
RIOT, ELEN
heritage; sfide digitali; dynamic capability; Champagne; sfide organizzative
heritage; digital challenges; dynamic capability; Champagne sector; sfide organizzative
SECS-P/10 - ORGANIZZAZIONE AZIENDALE
English
3-feb-2021
EDUCAZIONE NELLA SOCIETA' CONTEMPORANEA
33
2019/2020
open
(2021). Heritage as dynamic capability: organizational analysis of two Maison in Champagne sector. (Tesi di dottorato, Università degli Studi di Milano-Bicocca, 2021).
File in questo prodotto:
File Dimensione Formato  
phd_unimib_769982.pdf

accesso aperto

Descrizione: Heritage as dynamic capability: organizational analysis of two Maison in Champagne sector
Tipologia di allegato: Doctoral thesis
Dimensione 10.64 MB
Formato Adobe PDF
10.64 MB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/305228
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
Social impact