Competing Values in the Era of Digitalization

This case study examines three different digital innovation projects within Auto Inc -- a large European automaker. By using the competing values framework as a theoretical lens we explore how dynamic capabilities occur in a firm trying to meet increasing demands in originating and innovating from digitalization. In this digitalization process, our study indicates that established socio-technical congruences are being challenged. More so, we pinpoint the need for organizations to find ways to embrace new experimental learning processes in the era of digitalization. While such a change requires long-term commitment and vision, this study presents three informal enablers for such experimental processes these enablers are timing, persistence, and contacts.