A Cultural Quest: A Study of Organizational Use of New Cultural Resources in Strategy Formation
通过历史案例研究意大利制造商Alessi如何将新文化资源融入其文化库，揭示了文化库丰富和组织身份重塑两个核心机制，帮助组织发展非常规战略和战略灵活性。
Our study was motivated by the growing influence in cultural sociology and organizational research of the view of culture as a “toolkit,” from which individuals draw resources flexibly to develop strategies of action that address different circumstances. To investigate if and how organizations can also use new and diverse cultural resources, we undertook a historical case study of the incorporation of new cultural resources in the cultural repertoire of the Italian manufacturer of household products Alessi. Through in-depth analysis of four rounds of incorporation of new cultural resources, we develop a robust theoretical model that relates the use of new cultural resources to the development of unconventional strategies and strategic versatility. We find that cultural repertoire enrichment and organizational identity redefinition are two core mechanisms that facilitate this process. The model contributes novel theoretical understanding regarding the use of cultural resources in strategy formation and change.