Poschmann, Philipp; Walgenbach, Pe e
A icle
F om echnical con e sion o social ans o ma ion:
O ganiza ional in e p e a ions and public discou se in he
case o he digi al ans o ma ion
Schmalenbach Jou nal o Business Resea ch (SBUR)
P o ided in Coope a ion wi h:
Schmalenbach-Gesellscha ü Be iebswi scha e.V.
Sugges ed Ci a ion: Poschmann, Philipp; Walgenbach, Pe e (2025) : F om echnical con e sion o
social ans o ma ion: O ganiza ional in e p e a ions and public discou se in he case o he digi al
ans o ma ion, Schmalenbach Jou nal o Business Resea ch (SBUR), ISSN 2366-6153, Sp inge ,
Heidelbe g, Vol. 77, Iss. 2, pp. 229-265,
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ORIGINAL ARTICLE
h ps://doi.o g/10.1007/s41471-025-00210-z
Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
F om Technical Con e sion o Social T ans o ma ion:
O ganiza ional In e p e a ions and Public Discou se in
he Case o he Digi al T ans o ma ion
Philipp Poschmann · Pe e Walgenbach
Recei ed: 5 Oc obe 2023 / Accep ed: 7 Ma ch 2025 / Published online: 7 Ap il 2025
© The Au ho (s) 2025
Abs ac Digi al ans o ma ion is widely conside ed o be a c i ical issue wi h a -
eaching impac s on co po a ions, indus ies, and socie y. While business esea ch
gene ally suppo s his iew, he e has been limi ed insigh in o how co po a ions,
as bo h p ima y d i e s and ecipien s o digi al ans o ma ion, ha e shaped he de-
elopmen o his unde s anding. In his s udy, we adop ed a discu si e pe spec i e
om ins i u ional heo y and examined he in e play be ween o ganiza ional and pub-
lic in e p e a ions o digi al ans o ma ion. Using a opic modeling app oach wi h
map analyses, we analyzed annual epo s and media publica ions—including news-
pape s, magazines, and he indus y ade p ess—published in Ge many be ween
2005 and 2017. Ou indings e eal ha in e p e a ions o he digi al ans o ma ion
e ol ed o e ime, which we ace back o a co-cons i u i e ela ionship be ween o -
ganiza ional and public discou se. Speci ically, we conclude ha s uc u es o public
discou se may shape new o ganiza ional in e p e a ions and con ibu e o a sha ed
unde s anding among o ganiza ions and ice e sa. Fu he , we ind ha he a ious
media ypes in public discou se play dis inc oles in shaping o ganiza ional in e -
p e a ions. Ou s udy con ibu es o business esea ch by o e ing new insigh s in o
digi al ans o ma ion and he ela ionship be ween o ganiza ions and he issues in
hei en i onmen .
Keywo ds Digi al ans o ma ion · Ins i u ional heo y · O ganiza ional
in e p e a ions · F ame · Public discou se · Topic modeling · Map analysis
Philipp Poschmann · Pe e Walgenbach
Facul y o Economics and Business Adminis a ion, Chai o O ganiza ion, Leade ship, and Human
Resou ce Managemen , F ied ich Schille Uni e si y Jena, Ca l-Zeiss-S aße 3, 07743 Jena, Ge many
E-Mail: [email protected]
Pe e Walgenbach
E-Mail: pe e [email protected]
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230 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
1 In oduc ion
Digi al ans o ma ion is widely ecognized as a pi o al issue impac ing co po a-
ions, indus ies, and socie y a la ge. In ecen yea s, esea che s om a numbe o
di e en disciplines ha e explo ed he na u e o he issue, leading o a a ie y o un-
de s andings. Some de ine digi al ans o ma ion p ima ily as an in a-o ganiza ional
change p ocess (Hanel e al. 2021; Ve hoe e al. 2021), while o he s emphasize
he ole o b oade socie al mechanisms and implica ions (Hinings e al. 2018;
Vial 2019). Despi e such di e ences ega ding he scope o he issue, esea che s
la gely ag ee ha i s consequences ex end beyond me ely he imp o emen o ex-
is ing p ocesses h ough new echnologies; ins ead, digi al ans o ma ion ede ines
alue p oposi ions and shapes o ganiza ional iden i ies (Baiye e e al. 2023; Wessel
e al. 2021). This de ini ion also co esponds o unde s andings o digi al ans-
o ma ion ha can be pe cei ed om public discou se. Howe e , exis ing esea ch
has la gely o e looked how co po a ions hemsel es—as bo h p ima y d i e s and
a ec ed pa ies—unde s and digi al ans o ma ion. Consequen ly, he exis ing e-
sea ch p o ides limi ed insigh in o he ole co po a ions ha e played in shaping ou
es ablished unde s andings o he issue. The aim o ou s udy was o in es iga e he
ollowing ques ion: How did co po a ions’ unde s andings o digi al ans o ma ion
de elop o e ime, and o wha ex en a e hey ela ed o public unde s andings o he
issue?
The ques ion o how o ganiza ions unde s and issues in hei en i onmen s is
i al o a numbe o di e en pe spec i es in business esea ch. These pe spec i es
con end ha o ganiza ions cons an ly moni o hei en i onmen s o new issues
ha may become ele an o hei daily p ac ices, which would include he digi al
ans o ma ion o indus ies and socie y. This is c i ical o o ganiza ions because
add essing such issues p o ides hem wi h oppo uni ies o signal con o mi y o hei
audiences’ expec a ions (Meye and Rowan 1977), o adjus in e nal s uc u es and
p ocesses (Ma ch 1994), o o eshape hei ela ionships wi h o he o ganiza ions
(P e e and Salancik 1978). A cen al assump ion in his con ex is ha issues do
no ha e an objec i ely gi en meaning o o ganiza ions bu a e socially cons uc ed
by a di e se se o ac o s (Le s ud and Meye 2012; Muni 2005). Based on his
assump ion, digi al ans o ma ion has no objec i ely gi en meaning; ins ead, un-
de s andings o i a e asc ibed by co po a ions and o he ac o s. Add essing ou
esea ch ques ion allows us o bo h be e explain co po a ions’ in luence on he
unde s anding o digi al ans o ma ion and o p o ide new insigh s o business
esea ch in o how o ganiza ions pe cei e and shape issues in hei en i onmen s.
We adop ed he discu si e pe spec i e in ins i u ional heo y o examine he in-
e play be ween o ganiza ional and public unde s andings o digi al ans o ma ion.
Acco ding o his pe spec i e, ac o s cons uc he meanings o social objec s by
p oducing ex s in and ac oss di e en discou ses (Phillips and Malho a 2017).
Wi h hese ex s, o ganiza ions in en ionally o unin en ionally exp ess hei in e -
p e a ions o an issue’s na u e and po en ial consequences (Ho man 1999; Li ico
and Da id 2017; Meye and Hölle e 2010). As he numbe o con ibu ing o ganiza-
ions inc eases, discou se is likely o be in luenced by eme ging in e -o ganiza ional
dynamics ha may lead o ei he con es a ion o sha ed unde s andings among o -
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Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265 231
ganiza ions (Fligs ein and McAdam 2012; Lounsbu y e al. 2003). A he same
ime, an issue ecei ing a high le el o o ganiza ional a en ion may also gain pub-
lic awa eness and be add essed in public discou se (Fiss and Hi sch 2005). Public
discou se e e s o he in e ela ed se o ex s ound in a ious media, such as mag-
azines and daily newspape s ha e lec on and con ibu e o he public pe cep ion
o an issue (Gamson and Modigliani 1989). As in hei o ganiza ional equi alen s,
public discou ses may a y in e ms o s uc u al dynamics, such as he consis-
ency o unde s andings ac oss media (Phillips e al. 2004). Applied o he con ex
o ou s udy, he discu si e pe spec i e sugges s ha co po a ions and media in e -
p e digi al ans o ma ion in a ious, po en ially in e ela ed discou ses, which a e
cha ac e ized by speci ic dynamics.
Empi ically, we examined he o ganiza ional and public discou se su ounding
he digi al ans o ma ion in Ge many be ween 2005 and 2017. Fo his pu pose, we
analyzed app oxima ely 1,200 annual epo s om 99 Ge man co po a ions as well
as abou 66,000 media publica ions om Ge man newspape s, ade indus y p ess,
and magazines. In line wi h ecen ecommenda ions in o ganiza ional esea ch, we
applied a opic modeling app oach o s udy he de elopmen o in e p e a ions in
bo h o ms o discou se o e ime (Fligs ein e al. 2017; Hannigan e al. 2019). To
examine he de elopmen o a ious in e p e a ions and he c ys alliza ion o sha ed
unde s andings, we analyzed he opic modeling esul s wi h a ecen ly in oduced
map analysis (Goldens ein and Poschmann 2019; Hannigan e al. 2022; Ma he
e al. 2023), combined wi h a complemen a y deep eading o ep esen a i e ex s
(C oidieu and Kim 2018;Nelson2020,2021). To de i e heo e ical in e ences om
he de elopmen o in e p e a ions, we ely on compu a ionally in ensi e heo y
de elopmen (Be en e e al. 2019; Lindbe g 2020; Mi anda e al. 2022).
Ou s udy makes se e al con ibu ions o business esea ch on digi al ans o -
ma ion and he ela ionship be ween o ganiza ions and issues in hei en i onmen s.
Fi s , we p o ide he insigh ha he con empo a y public unde s anding o digi al
ans o ma ions highly co esponds wi h he unde s anding o co po a ions, indica -
ing a co-cons i u i e ela ionship be ween mul iple discou ses. This insigh implies
ha esea che s o digi al and o he ans o ma ion p ocesses should mo e s ongly
ake in e p e a i e p ocesses a ound co po a ions and public discou ses in o ac-
coun when c ea ing heo e ical models. Second, ou indings demons a e ha he
eme gence o a new unde s anding and he c ys alliza ion o a sha ed unde s and-
ing among o ganiza ions is in luenced by he s uc u e o public discou ses and ice
e sa. Thi d, ou indings also show ha some ypes o media in he public discou se
appea o ac as in e media ies, p omo ing he sp ead o uni o m unde s andings in
speci ic ways. These indings unde line ha esea che s in e es ed in o ganiza ional
discu si e ac i i ies should mo e explici ly conside he ole o public discou ses
and hei s uc u es—an as ye la gely neglec ed in luence ac o . Finally, based on
ou me hodological app oach and ou indings, we highligh po en ial a enues o
u u e esea ch.
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232 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
2 Digi al T ans o ma ion in Ge many
Digi al ans o ma ion has become an essen ial issue o a a ie y o o ganiza ions
and indus ies (Hanel e al. 2021; Hinings e al. 2018; Ve hoe e al. 2021;Vial
2019). Resea che s in compu e science assume ha he issue and i s associa ed
digi al echnologies will a ec mos co po a ions in Ge many o e he nex ew
yea s (Me ens e al. 2017; Me ens and Wiene 2018). To add ess he con empo a y
demands o digi al ans o ma ions, many la ge co po a ions ha e al eady in oduced
s uc u al solu ions, such as implemen ing a Chie Da a O ice (Aiken and Go man
2013) o epo ing on hei Co po a e Digi al Responsibili y ac i i ies (Wynn and
Jones 2023). The signi icance o he issue is also demons a ed by he ac ha
ounda ions and associa ions a e also in ol ed in he deba e. Fo example, he Hans
Böckle Founda ion, a unding o ganiza ion ha p omo es he concep o wo ke
pa icipa ion in Ge many, has published an ex ensi e epo on he digi aliza ion
o he wo kplace. O he examples include he Associa ion o Public B oadcas ing
Co po a ions in he Fede al Republic o Ge many, which published a epo on he
sp ead o digi aliza ion in ele ision, and he Ge man Associa ion o he Chemical
Indus y, which published a s udy on he po en ial o “Chemis y 4.0.”
Compa able a en ion owa d digi al ans o ma ion can be obse ed in public
deba es. Figu e 1illus a es he occu ence o he e m “Digi alisie ung” in Ge man
news co e age om 2000 o 2017.1The igu e shows ma ginal occu ence o he e m
p io o 2007, wi h a subsequen s eady inc ease and, s a ing in 2013, a signi ican
boom in i s use. This inc eased use is also e iden in he many new e ms ela ed o
“digi aliza ion” ha ha e eme ged in Ge many, such as “Indus y 4.0,” “big da a,”
“digi al change,” and “digi al e olu ion” as well as a gene al in la ion o he ph ase
“digi al x” (Baiye e e al. 2023; Me ens and Wiene 2018). In addi ion, he Ge man
go e nmen is also a cen al playe in he digi aliza ion deba e. In 2013, he Ge man
go e nmen published i s “Digi ale Agenda 2014–2017,” an ou line p omo ing a se
o p inciples o suppo he digi aliza ion o Ge man co po a ions, indus ies, and
socie y.
Du ing he pas se e al yea s, esea che s ha e ex ensi ely explo ed he no ion
o digi al ans o ma ion, in es iga ing i s meaning, in luencing ac o s, and po en-
ial impac s. Re lec ing he ichness o he issue, esea ch on digi al ans o ma ion
has been app oached om di e se disciplines and pe spec i es, including s a egic
managemen (Ka imi and Wal e 2015;Ma e al.2015), o ganiza ional esea ch
(Fiedle e al. 2023; Hinings e al. 2018), ma ke ing managemen (Kannan and Li
2017; Lambe on and S ephen 2016), and in o ma ion sys ems esea ch (Aga wal
e al. 2010; Yoo e al. 2010). To syn hesize hese di e se insigh s, esea che s ha e
also conduc ed comp ehensi e li e a u e e iews, in which hey ha e de eloped mul-
1F equencies we e calcula ed h ough an analysis o all Ge man business- ela ed newspape a icles
p o ided by he LexisNexis da abase (h ps://www.nexis.com) con aining he keywo d “Digi alisie ung”
(mo e de ail is p o ided in he me hods sec ion). In his con ex , we also es ed he occu ence o he o he
po en ial keywo ds “digi ale Wandel” and “digi ale T ans o ma ion.” We ound ha hese wo ds we e used
signi ican ly less in public discou se du ing he obse ed pe iod. Fo example, in 2017, he e m “digi ale
Wandel” appea ed only abou 180 imes in Ge man newspape s and he e m “digi ale T ans o ma ion”
abou 780 imes, while he e m “Digi alisie ung” was men ioned o e 30,000 imes (see Fig. 1).
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Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265 233
Fig. 1 Numbe o Ge man newspape a icles con aining he wo d “Digi alisie ung” (Ge man o digi al-
iza ion o digi al ans o ma ion). (Sou ce: LexisNexis1)
idisciplina y and in eg a i e amewo ks o digi al ans o ma ion (Ve hoe e al.
2021). These amewo ks sugges ha he p og ess o digi al ans o ma ion is in-
luenced by a a ie y o con ex ual ac o s, such as he adop ion and use o digi al
echnologies, o ganiza ional s a egic esponses, and compe i i e dynamics among
co po a ions (Vial 2019). The ou comes o digi al p ocesses, he e o e, depend on
he complex in e play o hese ac o s, leading o di e se e ec s on o ganiza ions,
economies, and socie y (Hanel e al. 2021).
This complex in e play o con ex ual ac o s and ou comes has led esea che s o
emphasize ha con empo a y digi al ans o ma ion di e s signi ican ly om ea lie
IT-enabled ans o ma ions in o ganiza ions. In he ea ly 1990s, h ough an in es-
iga ion o he adop ion o new en e p ise esou ce planning sys ems, esea che s
demons a ed how in o ma ion echnologies al e ed o ganiza ional s uc u es and
imp o ed in a-o ganiza ional p ocesses (Hende son and Venka aman 1992; Venka-
aman 1994). Howe e , while such IT-enabled o ganiza ional ans o ma ion was
aimed a suppo ing exis ing alue p oposi ions wi hin o ganiza ions, digi al ans-
o ma ion is expec ed o p o oundly ede ine alue p oposi ions and e en shape
o ganiza ional iden i ies (Baiye e e al. 2023;Wessele al.2021). This undamen al
shi in he pe cep ion o he impac o echnologies demons a es he impo ance o
digi al ans o ma ion wi hin he s udy o o ganiza ional and managemen esea ch
(Vial 2019).
Gi en his impo ance, se e al e ms used in he discou se on he issue equi e dis-
inc ion: digi iza ion, digi aliza ion, and digi al ans o ma ion. Ve hoe e al. (2021)
a gue ha hese e ms ep esen di e en phases o digi al ans o ma ion, each wi h
a a ying deg ee o elabo a ion. Simila ly, Baiye e e al. (2023) emphasize ha
hese e ms e lec he e ol ing meanings o digi aliza ion o e ime. Acco ding o
he au ho s, he e m “digi iza ion” e e s o he use o echnology o con e analog
in o ma ion in o a digi al o ma , i ing in o an “enginee ing (o compu e science)
pa adigm” (Baiye e e al. 2023, p. 465). In con as , he e m “digi aliza ion” signi-
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234 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
ies a shi o unde s anding ega ding he desi ed ou comes: om con e ing analog
in o ma ion o ans o ming o ganiza ions, indus ies, and socie y. This unde s and-
ing aligns wi h a “managemen (o social science) pa adigm” (Baiye e e al. 2023,
p. 465). This la e meaning co esponds wi h he de ini ions o he e m “digi al
ans o ma ion” in he li e a u e desc ibed abo e and sugges s ha digi aliza ion and
digi al ans o ma ion sha e a simila seman ic meaning.
These insigh s aise ques ions ega ding o ganiza ional and public unde s andings
o digi al ans o ma ion. While esea che s ha e de eloped a ho ough unde s and-
ing o he issue’s ole o o ganiza ions and socie y, hey ha e so a o e looked
how digi al ans o ma ion is pe cei ed and in e p e ed in o ganiza ional and public
discou ses. I is easonable o assume ha hese discou ses de elop di e se un-
de s andings o his de elopmen and i s po en ial impac , jus as seen in esea ch
on digi al ans o ma ion. Fo example, some esea che s iew digi al ans o ma-
ion as an in a-o ganiza ional phenomenon (Hanel e al. 2021; Ve hoe e al. 2021),
whe eas o he s emphasize i s b oade socie al mechanisms and implica ions (Baiye e
e al. 2023; Hinings e al. 2018;Vial2019). Howe e , he cu en li e a u e on digi al
ans o ma ion does no p o ide insigh in o how he issue is unde s ood in o ga-
niza ional and public discou ses o wha mechanisms shape hese discou ses. This
also lea es open he ques ion o he ex en o which o ganiza ions hemsel es ha e
con ibu ed o he cu en ly es ablished unde s anding o digi al ans o ma ion.
3 Theo e ical Backg ound
3.1 Discou ses, Issues, and O ganiza ional In e p e a ions
The discu si e pe spec i e in ins i u ional heo y p o ides a aluable lens h ough
which o analyze how in e p e a ions o issues eme ge and e ol e wi hin o ganiza-
ional en i onmen s. P oponen s o his pe spec i e con end ha he es ablishmen o
in e p e a ions is signi ican ly in luenced by ac o s in a ious discou ses (Phillips and
Oswick 2016). In his iew, discou ses “b ing a social objec in o being” h ough an
in e ela ed se o ex s (Phillips and Malho a 2017, p. 403). Tha is, ac o s p oduce
ex s h ough sensemaking p ocesses, allowing hem o in oduce new in e p e a ions
o ein o ce hose ha al eady exis wi hin discou ses (Phillips e al. 2004). Acco d-
ing o Phillips and Malho a (2017), discou se analysis— he s udy o how ex s
cons uc social objec s, such as issues—enables esea che s o closely explo e he
es ablishmen o meanings and he ac o s in luencing his p ocess. Applied o he
con ex o ou s udy, he discu si e pe spec i e implies ha issues in o ganiza ional
en i onmen s a e no na u ally occu ing phenomena; ins ead, hey a e b ough o
li e by ac o s in discou ses.
O ganiza ions de elop in e p e a ions o no el issues, such as he con empo a y
digi al ans o ma ion, because such issues lack an inhe en meaning o o ganiza-
ions (Muni 2005). To make sense o an issue, o ganiza ions cons uc in e p e a-
ions o help hem unde s and he na u e o he issue and i s po en ial consequences
o daily ope a ions, indus ies, and socie y (Bansal e al. 2018;Ho man1999;Ka-
plan 2008). Wi hou such in e p e a ions, he ma ke s used o e e o a pa icula
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Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265 235
issue in discou se a e emp y wo ds ha need o be illed wi h meaning (Meye and
Hölle e 2010). Fo example, in Ge many, he ma ke “Digi alisie ung” is o en used
in he con ex o digi al ans o ma ion, bu wi hou u he cla i ica ion, i s na u e
and consequences emain unclea . The e o e, as o ganiza ions engage wi h digi al
ans o ma ion, hey mus de ine wha is being digi ized and assess i s po en ial
impac .
In e p e a ions a e no de eloped a bi a ily; ins ead, o ganiza ions employ es ab-
lished in e p e i e ames. These ames, o en desc ibed as “schema a o in e p e-
a ion” (Go man 1974, p. 21) o “in e p e i e packages” (Gamson and Modigliani
1989, p. 3), p o ide o ganiza ions wi h guidance ha allows hem o de ine he na-
u e and consequences o an issue in line wi h es ablished meanings wi hin hei
en i onmen (Ben o d and Snow 2000; Co nelissen and We ne 2014;G aye al.
2015; Pu dy e al. 2017). Because ames emphasize ce ain aspec s o an issue while
neglec ing o he s, by employing hese ames, o ganiza ions educe he complexi y
ha ypically su ounds new issues. Ea ly esea ch on issue in e p e a ions concluded
ha o ganiza ions mainly choose be ween wo basic ames: unde s anding a new
issue as ei he an oppo uni y o a h ea (Jackson and Du on 1988). Howe e , mo e
ecen s udies ha e shown ha o ganiza ions also employ mo e speci ic ames o
in e p e issues (Gioia and Thomas 1996;Ho man2001; Meye and Hölle e 2010).
Fo example, Muni (2005) showed ha Kodak, a ma ke leade in he pho og aphy
indus y, c ea ed a ame h ough which new digi al echnologies appea ed in easible
o he mass ma ke and, consequen ly, in e p e ed hese echnologies as insigni -
ican o e en useless o i sel , compe i o s, and cus ome s. Fligs ein e al. (2017)
demons a ed ha economic expe s “ ailed o an icipa e he isks in ol ed in he
2007–2008 inancial c isis p incipally because o hei o e eliance on he ame
p o ided by academic mac oeconomics” (2017, p. 904). In he con ex o ou s udy,
when o ganiza ions use an economically o ien ed ame, hey a e likely o in e p e
digi al ans o ma ion in e ms o cos s and e enues o supply and demand—and
neglec o he aspec s, such as social o en i onmen al impac .
The li e a u e has iden i ied wo key mechanisms impo an o he eme gence
and es ablishmen o ames (G ay e al. 2015): In e -o ganiza ional dynamics and
he impo o ames om o he discou ses. In he ollowing, we will ocus on bo h
o hese mechanisms.
3.2 O ganiza ional In e p e a ions and In e -O ganiza ional Dynamics
In ins i u ional heo y, a co e assump ion o he discu si e pe spec i e is ha o ga-
niza ions may igge in e -o ganiza ional dynamics when hey in oduce hei in e -
p e a ions o discou ses. In e p e a ions in ex s un old hei impac on discou ses as
o he ac o s in e ac wi h hese in e p e a ions (Ho man 1999; Phillips e al. 2004).
In ou con ex , o ganiza ions pe cei e and a e in luenced by o he o ganiza ions’
in e p e a ions o issues in hei en i onmen s (Woo en and Ho man 2017). P e i-
ous esea ch in his con ex has add essed wo main ypes o in e -o ganiza ional
dynamics.
Fi s , in e -o ganiza ional dynamics in discou ses can lead o isomo phic pa e ns
among o ganiza ions. Isomo phism e e s o a p ocess by which o ganiza ions in
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236 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
a common en i onmen become mo e simila on a ious dimensions (DiMaggio
and Powell 1983)—in ou case, based on hei sha ed in e p e a ions and employed
ames. This isomo phism may esul om he mu ual pe cep ion and o ien a ion
be ween o ganiza ions in a common discou se (O’Sulli an and O’Dwye 2015). As
o ganiza ions inc easingly use he same ames and de elop simila in e p e a ions,
hey become pa o a clus e o o ganiza ions wi h a sha ed unde s anding (Louns-
bu y e al. 2003). Tha is, o ganiza ions may adop an al eady-sha ed unde s anding
wi h he in en ion o educing unce ain y abou he app op ia e in e p e a ion o an
issue (DiMaggio and Powell 1983) o o signal a pa icula social posi ion (Becke
2010). Fo example, based on he ames used, an o ganiza ion may be pe cei ed as
ei he pa o a g oup’s mains eam o pa o a pe iphe y, ad oca ing o a di e en
in e p e a ion.
Second, in e -o ganiza ional dynamics in discou ses can lead o con es a ion
among o ganiza ions. Con es a ion in a discou se may occu when he ac o s in-
ol ed ollow di e en in e es s and, he e o e, employ compe ing ames (Ba ilana
2006; Meye and Hölle e 2010). The use o ames is impo an no only o o ga-
niza ions o signal a pa icula social posi ion bu also o de ining new cen al and
pe iphe al posi ions in a discou se. Fo example, Li ico and Da id (2017) ound
ha cen ally posi ioned o ganiza ions end o ejec new ames eme ging om
mo e pe iphe al o ganiza ions. Cen al ac o s a e o en in e es ed in main aining he
s a us quo, while pe iphe al ac o s aim a es ablishing new in e p e a ions (Fligs ein
and McAdam 2012; Reay and Hinings 2005). Indeed, he es ablishmen o new
ames may change he exis ing in as uc u es o indus ies and lead o disad an-
ages o p e iously success ul o ganiza ions (Ansa i e al. 2013;G aye al.2015).
Ho man hus concludes ha , in his si ua ion, o ganiza ions’ sensemaking ac i i ies
a ound issues a e less likely o p oduce isomo phic pa e ns bu ins ead “ esemble
ins i u ional wa ” (1999, p. 352).
3.3 O ganiza ional In e p e a ions and Public Discou ses
Ano he key mechanism o he eme gence and es ablishmen o ames is he im-
po a ion o ames om o he discou ses. Tha is, o ganiza ions may adop a ame
om ano he discou se ou side he o ganiza ion’s scope (G ay e al. 2015). Fo exam-
ple, Zilbe (2006) showed ha gene ic socie al ames sedimen ed in a ious public
discou ses se ed as empla es o he Is aeli high- ech indus y o o m speci ic in-
e p e a ions o he high- ech issue. These gene ic ames “se o h a ocabula y o
legi imacy by answe ing ques ions abou he alues, mo i a ions, and jus i ica ions
o high ech” (Zilbe 2006, p. 292). Law ence and Phillips (2004) highligh ed he
link be ween public discou se and indus ies in hei s udy o comme cial whale-
wa ching in Canada. The au ho s showed ha a shi in he pe cep ion and meaning
o whales in public discou se was an impo an elemen in he ad en o a no el
indus y, namely whale-wa ching. Bo h examples demons a e ha public discou se
can in luence o ganiza ions in he de elopmen o hei in e p e a ions.
We u he a gue ha no only can o ganiza ions impo ames om public dis-
cou ses, bu also ice e sa. Tha is, he media may also impo ames om o gani-
za ional discou ses. Public discou se is cha ac e ized by he ac ha he media a e
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Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265 243
Fig. 5 O ganiza ional in e p e a ions o digi aliza ion in annual epo s o e ime: (a) a map o opics
indica ing hema ic o ien a ions in o ganiza ional discou se and (b) a map o how co po a ions in e p e ed
digi aliza ion acco ding o he hema ic o ien a ions
Fo each da a sou ce (i.e., media publica ions and annual epo s), we c ea ed
a wo-dimensional map space showing how ex documen s ela e o g oups o
opics wi h signi ican co-occu ence. These spaces can be used o indica e which
in e p e a ions o digi aliza ion can be ound in he ex documen s. F om a echnical
pe spec i e, we c ea ed he map spaces by using s anda d p incipal componen
analysis on documen - opic ma ices ha show he equency wi h which opics
occu in indi idual ex documen s (see Appendix B o echnical de ails). Topics ha
appea as g oups in he map spaces equen ly also co-occu in he ex documen s
and la gely de e mine he dimensions o he map spaces. Acco ding o ou heo e ical
backg ound, hese g oups o opics ep esen he ames—in he sense o in e p e i e
packages— ha can be ound in he wo da a sou ces. The wo map spaces we e used
in ou u he in es iga ion o map in e p e a ions om indi idual publica ions based
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244 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
Fig. 6 De elopmen o a simila unde s anding o digi aliza ion among co po a ions o e ime: (a)a e -
age Euclidean simila i y among co po a ions pe yea , based on hei hema ic o ien a ions; (b) numbe o
co po a ions om he sample wi h s a emen s on digi aliza ion in hei annual epo s; and (c) map o how
indi idual co po a ions in e p e ed digi aliza ion acco ding o he hema ic o ien a ions (coo dina e sys em
co esponds o ha in Fig. 5)
on he ames used and explo e he change in in e p e a ions by co po a ions and
public discou se on a la ge scale.
Figu e 4p esen s maps isualizing he in e p e a ions o digi aliza ion in he me-
dia publica ions om 2005–2017. These maps demons a e (a) he clus e s o opics
ha cons i u e in e p e a ions o digi aliza ion in he public discou se and (b) how
hese in e p e a ions ha e e ol ed ac oss di e en ypes o media publica ions o e
ime. The in e p e a ions iden i ied in public discou se can be ca ego ized along wo
dimensions: Digi aliza ion is unde s ood as ei he a echnical con e sion o a social
ans o ma ion, and he consequences a e discussed wi h ei he a business-o ien ed
o a public ocus.
Figu e 5p esen s maps o in e p e a ions and hei changes o he co po a ions
in ou sample, based on hei annual epo s. Simila o public discou se, co po a e
in e p e a ions can be ca ego ized along wo dimensions: co po a ions unde s and
digi aliza ion ei he as a echnical con e sion o a ans o ma ion, and hey ocus on
ei he implemen a ion aspec s o s a egic conside a ions.
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Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265 245
We also in es iga ed he simila i y o in e p e a ions o unco e he c ys alliza ion
o common unde s andings among co po a ions o e ime. As a basis o his analy-
sis, we analyzed he documen - opic ma ices ep esen ing co po a e in e p e a ions.
Tha is, each co po a ion is ep esen ed as a ec o con aining he ela i e p e a-
lence o opics used in he co po a ion’s s a emen s (Poschmann e al. 2024). We
ollowed he ideas o Moh (1998), who a gued ha common unde s anding is a e-
la ional cons uc ha can be de e mined h ough simila i y measu es. Acco dingly,
we used he s anda d Euclidean dis ance measu e (Manning and Schü ze 2000)and
calcula ed he a e age simila i y be ween he co po a ion’s opic ec o s.
Figu e 6 isualizes he de elopmen o a sha ed unde s anding o digi aliza ion
among co po a ions o e ime. The igu e demons a es (a) he de elopmen o he
a e age Euclidean simila i y, (b) he numbe o co po a ions om he sample wi h
s a emen s on he issue in hei annual epo s, and (c) he posi ion o indi idual
co po a ions in he map space in oduced in Fig. 5 o isualize how co po a ions wi h
simila in e p e a ions cons i u e clus e s o sha ed unde s andings. In he ollowing,
we will use he iden i ied ime pe iods o desc ibe in de ail he de elopmen o he
in e p e a ions ha can be obse ed based on hese igu es.
6 Findings
6.1 Pe iod 1: Digi aliza ion as he Technical Con e sion o Analog Media
Du ing he i s pe iod s udied (2005–2009), he e we e ela i ely ew s a emen s e-
e ing o digi aliza ion. Despi e he low numbe o s a emen s in media publica ions
and annual epo s, he indings sugges a s able unde s anding o digi aliza ion as
a echnical con e sion. In his con ex , digi aliza ion e e ed o he con e sion o
analog media in o a digi al o ma .
Mos media publica ions we e cha ac e ized by he echnical in e p e a ion o dig-
i aliza ion. Fo example, a icles published du ing his pe iod discussed he g owing
con e sion o a ious media, including pho og aphs, music, and ele ision, o a digi-
al o ma . A icles in he indus y ade p ess in e p e ed he echnical con e sion o
analog media p ima ily as a ension be ween digi al media, new ma ke ing oppo u-
ni ies, and inancial aspec s— hey emphasized he business aspec s o digi aliza ion.
Fo example, hey conside ed he an icipa ed e enue om new media:2
“The g ow h o adi ional media will la en ou signi ican ly. Howe e , hanks
o digi aliza ion and he associa ed di e en ia ion o o e ings, elec onic media
can con inue o expec ising e enues.” (Indus y ade p ess a icle, 2007)
Newspape and, la e , magazine a icles ocused p ima ily on he na u e and im-
pac o digi aliza ion, wi h less emphasis on co po a ions and mo e on he gene al
public. Fo example, newspape jou nalis s epo ed ha he digi aliza ion was al-
e ing speci ic aspec s o he a s:
2All quo a ions om media publica ions and annual epo s we e ansla ed by he au ho s.
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246 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
“Expe s a e al eady alking abou he end o pho og aphy. I s ounda ions ha e
been shaken by digi aliza ion. Pho og aphy has los i s abili y o bea wi ness o
eali y because i no longe has an o iginal ilm ca ie and can be manipula ed
a will h ough image p ocessing.” (Newspape a icle, 2005)
Mos co po a ions also showed a consis en echnical unde s anding o digi aliza-
ion. Co po a ions add essed he consequences o implemen ing new echnologies
o he p oduc ion o digi al p oduc s and he deli e y o new media. Fo ins ance,
a Ge man mass media co po a ion s a ed in i s annual epo ha “digi aliza ion
is leading o he eme gence o new dis ibu ion channels and end de ices as well
as o changes in adi ional media use” (Annual epo co po a ion #1, 2006). This
s a emen shows ha co po a ions linked digi aliza ion o a echnical con e sion
ha would lead o angible echnical imp o emen s o indus ies and cus ome s.
Howe e , he discou se was cha ac e ized by only a small numbe o co po a ions
dealing wi h digi aliza ion. Fu he , co po a ions did no de elop a clea ly ecogniz-
able sha ed unde s anding, as hey a y widely in hei in e p e a ions. Fo example,
some companies associa ed digi aliza ion p ima ily wi h g ow h h ough new ech-
nologies and he digi al con e sion o p oduc s and se ices, while o he s e en
e e ed o he isk o new echnology o i s business:
“Due o he digi aliza ion and g ow h s a egy, in o ma ion echnology is be-
coming inc easingly impo an when i comes o es ablishing new o expanding
exis ing business models.” (Annual epo co po a ion #2, 2007)
“We se e he u u e opic o digi aliza ion h ough he p oduc ion o silicon
wa e s o he semiconduc o indus y. The inc easing digi aliza ion o p od-
uc s and e e -g owing demand o silicon in consume elec onics p oduc s a e
d i ing olume g ow h.” (Annual epo co po a ion #3, 2008)
“Risks om communica ion and in o ma ion echnology: Due o he inc eased
digi aliza ion o all da a, [co po a ion #4] elies on IT sys ems and da a cen e s.
To p e en da a loss, app op ia e secu i y measu es and egula main enance
a e being employed o educe IT secu i y and sys em ailu e isks as much as
possible.” (Annual epo co po a ion #4, 2007)
6.2 Pe iod 2: Inc easing Abs ac ion o In e p e a ions and Changing
Discou se S uc u es
Findings indica e ha he second pe iod s udied (2010–2012) was cha ac e ized by
he eme gence o he in e p e a ion o digi aliza ion as a social ans o ma ion. In
sum, co po a e in e p e a ions o digi aliza ion became inc easingly abs ac . Tha
is, hey became de ached om he ea lie unde s anding o digi aliza ion as a ech-
nical aspec and he con e sion o analog media in o digi al o m. We ound ha
co po a ions began o use a ans o ma i e ame, emphasizing ha digi aliza ion
enables he ans o ma ion o en i ies such as i ms, indus ies, and s a es, as well
as p ocesses and s uc u es. Based on he in e p e a ions in media publica ions, we
also obse ed a changing public discou se s uc u e.
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Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265 247
Publica ions in he indus y ade p ess and magazines began o in e p e digi al-
iza ion no only as a echnical con e sion bu also as a mo e abs ac ans o ma ion.
The indus y ade p ess emphasized he business implica ions mo e s ongly han
o he ypes o media publica ions. In u n, newspape a icles ocused on public
aspec s o digi aliza ion, and magazines ook bo h a business and a public ocus.
Howe e , in newspape s, he echnical unde s anding was s ill p e e ed as he dom-
inan in e p e a ion o digi aliza ion. Indeed, he e was almos no change in hei
in e p e a ion o digi aliza ion compa ed o he p e ious pe iod. Fo example, news-
pape a icles discussed he impac o he inc easing digi aliza ion o music:
“This whole sub-gen e o he ine a s has been killed by he CD. You can’ be
c ea i e on wel e-by- wel e cen ime e s. E en wo se, as music became digi-
ized, he g ea wo ks o he pas we e sh unk down o such a iny o ma ha
oday, no one can e en comp ehend he aes he ic appeal an album co e once
had.” (Newspape a icle, 2010)
Simila o he de elopmen s in magazines and he indus y ade p ess, co po-
a ions also began o adop he ans o ma i e ame and unde s and digi aliza ion
as a de elopmen ha ex ended beyond he me e con e sion o analog da a. Some
co po a ions combined his new in e p e a ion wi h mo e s a egic conside a ions o
digi aliza ion’s implica ions. Fo example, in a Ge man chemical co po a ion’s an-
nual epo , digi aliza ion was conside ed one o se e al ends o which a solu ion
was sough :
“We a e also ocusing on c ea ing inno a i e p oduc s and applica ions o new
ma ke s and o se e u u e ends. These include ising ene gy demand, u ban-
iza ion, digi aliza ion, and p ospe i y g ow h.” (Annual epo co po a ion #3,
2012).
In addi ion, we obse ed a highe simila i y o in e p e a ions among co po a-
ions in he i s wo yea s o he second pe iod. Howe e , ollowing hese yea s, he
simila i y o in e p e a ions eached i s lowes ma k in 2012—a yea ha was also
cha ac e ized by he i s signi ican inc ease in he numbe o co po a ions add ess-
ing digi aliza ion. While mo e co po a ions included s a emen s abou digi aliza ion
in hei annual epo s, hei in e p e a ions became inc easingly agmen ed, cons i-
u ing clus e s o co po a ions wi h di e en ames. Tha is, he co po a ions ha
en e ed he discou se du ing his pe iod did no in oduce new in e p e a ions; in-
s ead, hey la gely adop ed he exis ing bu a he weakly ep esen ed in e p e a ion:
digi aliza ion as a ans o ma i e p ocess.
6.3 Pe iod 3: Se ling o Discou se S uc u es and C ys alliza ion o a Sha ed
Unde s anding o Digi aliza ion as Social T ans o ma ion
The hi d pe iod s udied (2013–2017) is cha ac e ized by a s ong ein o cemen o
he ans o ma i e ame among co po a ions and an inc eased employmen o his
ame in public discou se. Tha is, based on he ans o ma i e ame, a common
unde s anding o digi aliza ion c ys allized among se e al co po a ions. A he same
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248 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
ime, public discou se, which had been somewha agmen ed, con e ged again. Tha
is, di e en media publica ions sha ed mo e simila in e p e a ions o digi aliza ion.
Digi aliza ion was now unde s ood in e e y ype o media publica ion as a so-
cial ans o ma ion, no limi ed o he con e sion o analog media. Whe eas in he
pas , newspape a icles ocused on he con e sion o public a chi es h ough he
digi iza ion o adminis a i e eco ds, du ing his pe iod, hey emphasized he ans-
o ma i e consequences o digi aliza ion o educa ion and e e yday li e as well as
poli ics and in as uc u e. The indus y ade p ess, on he o he hand, con inued o
emphasize business aspec s:
“Digi aliza ion has al eady a i ed in he business wo ld, and small and
medium-sized en e p ises, in pa icula , a e aced wi h he challenge o sys-
ema izing he en i e o ganiza ion o wo k p ocesses, p o iding hem on a con-
sis en ly elec onic basis, and in e linking hem.” (Indus y ade p ess a icle,
2013)
Despi e se e al changes in p e ious pe iods, he in e media e posi ion aken by
magazines s abilized du ing his pe iod. Tha is, magazines clea ly de eloped in e -
p e a ions ha depic ed a mix u e o he in e p e a ions ound in newspape s and he
indus y ade p ess. These in e media e in e p e a ions a e cha ac e ized by hei
conside a ion o bo h he public and business aspec s o digi aliza ion.
Fo co po a ions, he in e p e a ion o digi aliza ion as a social ans o ma ion
became he dominan unde s anding du ing his pe iod, whe eby he speci ic ocus
o en emained ague. Fo example, in i s annual epo , a Ge man co po a ion ac i e
in ag icul u e and ene gy s a ed, “The ue achie emen o digi aliza ion is ha he
eal wo ld is aking ad an age o he i ual wo ld. [...] This also means ha e e y
company will ha e o ind i s own posi ion wi h ega d o digi aliza ion” (Annual
epo co po a ion #5, 2014). This quo e illus a es ha co po a ions conside ed
digi al ans o ma ion a c i ical issue bu lea es unspeci ied he conc e e changes
and consequences ha he co po a ion an icipa ed.
The simila i y o in e p e a ions among co po a ions depic s a clea cen e -pe-
iphe y s uc u e. Tha is, du ing his pe iod, a co e o co po a ions wi h a common
unde s anding o digi aliza ion eme ged. Al hough he co po a ions a he cen e
in e p e ed digi aliza ion as a social ans o ma ion, hey also a ied in hei ocus
on s a egy o implemen a ion and he deg ee o which hey add essed echnical
aspec s. Fo example, in i s annual epo , a Ge man ailway co po a ion add essed
he echnologies ha we e pa o i s digi aliza ion s a egy:
“Digi aliza ion o e s ailways an oppo uni y o an unp eceden ed su ge in de-
elopmen . The apid de elopmen o digi al echnologies o e s undamen ally
new oppo uni ies o making ail oads i o he u u e. [...] Remo e diagnos ic
sys ems and inno a i e obs acle de ec ion sys ems allow ains o un mo e e-
liably and on ime, esul ing in ewe b eakdowns.” (Annual epo co po a ion
#6, 2017)
The co po a ions ha did no adop he sha ed unde s anding ei he s ill p e e ed
he mo e echnical in e p e a ion o digi aliza ion o adop ed he new in e p e a ion
o such an ex en ha no e e ence o echnical elemen s can be ound. Fo example,
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Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265 249
he ollowing quo e om a Ge man consume goods manu ac u e illus a es how
co po a ions employed he ans o ma i e ame and de eloped an abs ac in e p e-
a ion o digi aliza ion wi hou any echnical e e ence:
“By accele a ing he digi aliza ion o he en i e co po a ion, we wan o suc-
cess ully g ow, s eng hen ou ela ionships wi h cus ome s and consume s,
op imize ou p ocesses, and undamen ally ans o m he co po a ion.” (Annual
epo co po a ion #7, 2016)
The clus e o co po a ions wi h a sha ed unde s anding consis s no only o co -
po a ions ha had newly en e ed he discou se bu also o co po a ions ha had
changed hei in e p e a ions compa ed o he i s pe iod. The isomo phic pa e ns
ha eme ged in he inal pe iod become pa icula ly isible when we compa e hem
o in e p e a ions om he i s pe iod. Abo e, we illus a ed ha in he i s pe iod,
a publishing co po a ion and a chemicals manu ac u e associa ed digi aliza ion p i-
ma ily wi h g ow h and he digi al con e sion o p oduc s and se ices, while a
ashion co po a ion e en e e ed o digi aliza ion as a isk o i s business. How-
e e , in he inal pe iod, he same co po a ions associa ed digi aliza ion wi h he
ans o ma ion o co po a ions, business models, and p ocesses:
“The o e all good business pe o mance in he pas yea con i ms ou com-
pany’s s a egy o consis en digi aliza ion.” (Annual epo co po a ion #2,
2017)
“Digi aliza ion does no happen o e nigh . O e he nex ew yea s, i will be
a cons an companion on ou jou ney in o he digi al age. Ou answe o his is:
We a e aking he ini ia i e.” (Annual epo co po a ion #3, 2017)
“The G oup is also s i ing o achie e e iciency gains and accele a e ope a-
ional p ocesses h ough he digi aliza ion o i s business model.” (Annual e-
po co po a ion #4, 2017)
7 Discussion
The aim o his s udy was o explo e how co po a ions’ unde s andings o digi al
ans o ma ion ha e e ol ed o e ime and how his ela es o public unde s andings
o he issue. Using he discu si e pe spec i e om ins i u ional heo y, we analyzed
in e p e a ions o digi al ans o ma ion in o ganiza ional and public discou ses in
Ge many. Ou indings e eal ha in e p e a ions in bo h discou ses ha e shi ed o e
ime. In he i s pe iod s udied, bo h co po a ions and media unde s ood digi aliza-
ion p ima ily as echnical con e sion o analog media in o digi al da a. Du ing he
second pe iod examined, co po a ions began employing a new ame h ough which
digi aliza ion could be in e p e ed mo e abs ac ly: he ans o ma ion o en i ies,
such as p ocesses, o ganiza ions, and socie y. A he same ime, public discou se
became mo e agmen ed, as magazines and he indus y ade p ess also s a ed
using he new ame, while newspape s con inued o ocus on he echnical unde -
s anding o digi aliza ion. In he inal pe iod examined, mos co po a ions employed
he ans o ma ion ame, leading o he c ys alliza ion o a sha ed unde s anding o
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250 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
digi al ans o ma ion. Public discou se also e-con e ged since he media p edom-
inan ly employed he ans o ma i e ame in hei publica ions on he issue. We
p opose ha hese shi s indica e a complex, co-cons i u i e ela ionship be ween
o ganiza ional and public discou ses.
In wha ollows, we de i e heo e ical in e ences in he con ex o his co-con-
s i u i e ela ionship. We hen discuss ou s udy’s heo e ical con ibu ions o o ga-
niza ional li e a u e on digi al ans o ma ion and ins i u ional heo y and, inally,
sugges possible a enues o u u e esea ch.
7.1 Towa d a Theo y o Co-Cons i u ion o O ganiza ional and Public
Discou ses
Ou i s heo e ical insigh is ha he eme gence o new ames in an o ganiza ional
discou se appea s o be closely linked o changes in he s uc u e o a public dis-
cou se. This insigh is based on he obse ed empo al o e lap be ween he adop ion
o a new ame by o ganiza ions and shi s in he cohe ence o public discou se.
Speci ically, hese shi s we e ma ked by a educed simila i y o in e p e a ions
among di e en media ypes due o he employmen o an abs ac ame (Phillips
e al. 2004). Abs ac ames, such as he ans o ma i e ame in ou case, p o ide
lexibili y ha allows ac o s o engage in discou ses wi hou commi ing o spe-
ci ic posi ions (S ang and Meye 1993). In o he wo ds, he exis ence o abs ac
ames b oadens he ange o possible in e p e a ions o an issue in public discou se
(Gamson and Modigliani 1989). The e o e, we p opose he ollowing p oposi ion:
P1 The eme gence o abs ac ames in o ganiza ional discou se on an issue
educes cohe ence among media in public discou se on he same issue.
Ou second heo e ical insigh highligh s he ela ionship be ween he s uc u e
o public discou se and he de elopmen o a sha ed unde s anding among o gani-
za ions. In ou s udy, he eme gence o a new ame wi hin o ganiza ional discou se
did no immedia ely esul in a highe simila i y o in e p e a ions because many
co po a ions con inued o employ he es ablished ame. Howe e , as in e p e a ions
in public discou se became inc easingly abs ac and di e se, we ound ha mo e
o ganiza ions began o pa icipa e in he discou se wi h inc easingly simila in e -
p e a ions, e en ually leading o he c ys alliza ion o a sha ed unde s anding o he
issue.
This e ec o abs ac in e p e a ions on ac i i y in o ganiza ional discou ses can
be u he ampli ied by a heigh ened media a en ion o an issue, in ensi ying ins i-
u ional p essu e on o ganiza ions o ake a posi ion on he issue (Aha onson and
Bo 2015; Fiss and Zajac 2006). When o ganiza ions espond o his p essu e by
adop ing es ablished ames, hey acili a e he eme gence o isomo phic pa e ns in
he discou se (DiMaggio and Powell 1983; O’Sulli an and O’Dwye 2015). The e-
o e, we p opose ha he media co e age o an issue in public discou se may se e
as a igge and ampli ie o he de elopmen o a sha ed unde s anding among
o ganiza ions. Speci ically, we p opose he ollowing:
K
Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265 251
P2 An inc easing abs ac and in ensi e public discou se on an issue igge s in-
c eased pa icipa ion by o ganiza ions in o ganiza ional discou se on he same issue.
P3 An inc easing abs ac and in ensi e public discou se on an issue acili a es
he c ys alliza ion o a sha ed unde s anding o he issue among o ganiza ions.
No ably, we also obse ed ha public discou se ended o e-con e ge as o -
ganiza ions de eloped a sha ed unde s anding. In o he wo ds, once o ganiza ions
achie e a ce ain deg ee o consensus on an issue, media co e age o he issue may
become mo e consis en . Media in public discou se do no cons uc in e p e a ions
a bi a ily bu o en align wi h es ablished ames and explici ly inco po a e on he
posi ions o key o ganiza ions (Gamson and Modigliani 1989; Phillips e al. 2004).
We hus assume ha media will epo mo e consis en ly on an issue when o ga-
niza ions achie e a sha ed unde s anding ha can be e lec ed in public discou se.
Thus, we p opose:
P4 The es ablishmen o a sha ed unde s anding o an issue among o ganiza ions
acili a es cohe ence among media in public discou se on he issue.
Ou hi d heo e ical insigh conce ns he dis inc oles ha newspape s, maga-
zines, and he indus y ade p ess play in shaping he ela ionship be ween o gani-
za ional and public discou ses. These media ypes di e in hei in e p e a ions and
hei de elopmen o e ime. We ound ha newspape s ended o emphasize he
public aspec s o he issue, while he indus y ade p ess ocused mo e on business-
ela ed aspec s. Magazines, in u n, al e na ed be ween hese wo o ien a ions, o en
balancing public and business ocuses. Fu he mo e, we ound ha he indus y ade
p ess and magazines adop ed he ans o ma i e ame almos simul aneously wi h
o ganiza ions and, hus, ea lie han newspape s.
We p opose ha media wi h s ong ies o o ganiza ional discou se—in ou case,
he indus y ade p ess and magazines— end o adop new ames eme ging among
o ganiza ions. In con as , media wi h mo e dis ance o o ganiza ional discou se
end o eac mo e slowly o changes in o ganiza ional in e p e a ions. We p opose
ha he s eng h o a media ou le ’s ies o o ganiza ional discou se in luences i s
esponsi eness o new ames ha eme ge among o ganiza ions. Media wi h s ong
ies o o ganiza ional discou se, such as he indus y ade p ess, a e mo e a uned
o changes in o ganiza ional in e p e a ions, while hose wi h weake ies, such as
newspape s, ake longe o adop ames es ablished in o ganiza ional discou se. Fo
example, in managemen magazines, p ac i ione s o en collabo a e wi h jou nal-
is s o w i e abou hei expe iences wi h and opinions abou a new issue. These
expe iences and opinions a e hen aken up by a wide eade ship in o ganiza ions,
and hey a e mul iplied h oughou bo h o ganiza ions and he public. The e o e, we
conclude:
P5 Media wi h s ong ies o o ganiza ional discou ses (e.g., indus y ade p ess)
se e as b idges o he di usion o ames and in e p e a ions in o public discou se
on an issue.
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252 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
P6 Media wi h weak ies o o ganiza ional discou ses (e.g., newspape s) adop
o ganiza ional ames and in e p e a ions o an issue mo e slowly.
7.2 Theo e ical Con ibu ions
Ou i s con ibu ion is o p o ide insigh in o how co po a ions in luence he unde -
s anding o digi al ans o ma ion. The common unde s anding among esea che s
unde lines ha digi al ans o ma ion should be dis inguished om IT-enabled ans-
o ma ions and echnical digi iza ion o in o ma ion, as i incompa ably eshapes
alue p oposi ions and iden i ies (Baiye e e al. 2023;Wessele al.2021)andim-
pac s en i e indus ies and socie y (Hinings e al. 2018;Vial2019). Ou indings
sugges ha he in e play be ween co po a ions and media has con ibu ed o he
eme gence o his digi aliza ion-as- ans o ma ion ame and he de elopmen o
a sha ed unde s anding among co po a ions. The e o e, we conclude ha he discu -
si e ac i i ies o co po a ions played a decisi e ole in shaping he digi al ans o -
ma ion. While a small numbe o esea che s on digi al ans o ma ion ha e begun o
emphasize he ole o meaning-making ac i i ies o co po a ions (Van Doo n e al.
2023; Poschmann 2024), many s udies s ill ocus p ima ily on echnological and
s uc u al d i e s o explain he de elopmen o digi al ans o ma ion in co po a-
ions, indus ies, and socie y (Hanel e al. 2021; Ve hoe e al. 2021;Vial2019).
Wi h a speci ic ocus on in e p e a i e p ocesses, we can gain new insigh s in o why
co po a ions adhe e o ce ain unde s andings o digi al ans o ma ion, why some
ace s o he issue ecei e li le a en ion in discou ses, and o wha ex en indi idual
co po a ions can shape widely sha ed unde s andings guiding digi al ans o ma-
ion o e ime. We p opose ha in u u e esea ch, he impo ance o in e p e a i e
p ocesses and discu si e ac i i ies by co po a ions and o he ac o s should be ex-
plici ly ecognized as key mechanisms shaping he no ion o digi al ans o ma ion
speci ically, as well as o he issues in gene al.
Ou second con ibu ion is ha we ha e demons a ed how he s uc u es o pub-
lic discou ses a e in e connec ed wi h in e -o ganiza ional dynamics. Ou indings
indica e ha he s uc u e o public discou ses may igge and ampli y he eme -
gence o ames and isomo phic pa e ns in o ganiza ional discou ses. Ins i u ional
esea ch has adi ionally concep ualized he wide en i onmen o o ganiza ions in
a ious ways: as a sou ce o ins i u ional expec a ions (Meye and Rowan 1977),
a ela ional ne wo k o pee s (DiMaggio and Powell 1983), a place whe e dis up-
i e e en s ini ialize con es a ion (Ha dy and Magui e 2010; Schüssle e al. 2014),
o a sociopoli ical con ex ha cons ains he employmen o ames (Meye and
Hölle e 2010). While hese concep ualiza ions a e aluable o unde s anding in e -
p e a i e p ocesses wi hin and ac oss o ganiza ions, hey do no explici ly conside
he in luence o public discou ses and hei s uc u e. In u n, while some esea ch
on discou ses has al eady poin ed o he ole o such s uc u es o change wi hin
discou ses (Fiss and Hi sch 2005; Phillips e al. 2004), hey ha e no explici ly ad-
d essed po en ial impac s on in e -o ganiza ional dynamics. We p opose ha u u e
o ganiza ional esea ch should conside changes in he s uc u e o public discou ses
as a key ac o o unde s anding he eme gence o new ames and he de elopmen
o isomo phic pa e ns among o ganiza ions.
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Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265 259
we elied on he labels o he indi idual opics and did a deep ead o ep esen a i e
ex passages. Speci ically, based on he dimensions, we looked o in e p e a i e
simila i ies be ween he indi idual opics ha we e clus e ed oge he .
In S ep 3, we labeled he obse a ions in he map space and d ew connec ions
be ween hem. The connec ions d awn be ween he poin s on he basis o sequen ial
yea s aided in isually acking he de elopmen o in e p e a ions o e ime.
8.3 Appendix C: De elopmen o Topics o e Time
Table C.1 Es ima es on he ela ionship be ween opics and ime pe iods (o ganiza ional discou se)
# Topic In e cep 2010–2012 2013–2017
1 New media 0.30*** –0.13*** –0.26***
2 Digi aliza ion as s a egy 0.11*** 0.03 0.00
3 Top managemen issue 0.04* –0.02 0.03
4 Risks and oppo uni ies 0.05*** 0.04* 0.03*
5 Fu u e challenge 0.04*** 0.03 0.06***
6 Consequences o p oduc ion 0.04** –0.00 0.05***
7 Expec ed success 0.05*** 0.01 0.03*
8 Digi al p oduc s 0.15*** –0.06** –0.13***
9 Consequences o cus ome s 0.04*** 0.01 0.03**
10 Financial aspec s 0.07*** 0.04 0.01
11 P oduc de elopmen 0.05*** 0.03 0.08***
12 Responsibili y 0.05** 0.01 0.06***
*** p< 0.001
** p<0.01
*p<0.05
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260 Schmalenbach Jou nal o Business Resea ch (2025) 77:229–265
Table C.2 Es ima es on he ela ionship be ween opics, ime pe iods, and media sou ces (public dis-
cou se)
# Topic In e cep 2010–2012 2013–2017 Magazine News-
pape
1 Poli ics and in as uc u e –0.011 –0.00 0.05*** 0.02*** 0.06***
2 Ma ke ing oppo uni ies 0.12*** 0.00 –0.03*** –0.04*** –0.07***
3 Resea ch 0.07*** –0.01*** –0.00 –0.01** –0.01***
4 Engagemen wi h digi al-
iza ion
0.03*** 0.00 0.03*** –0.02*** 0.02***
5 Digi al media 0.11*** 0.04*** –0.09*** 0.06*** 0.06***
6 Digi al a chi es 0.07*** 0.00 –0.05*** –0.00 0.06***
7 Financial aspec s 0.07*** –0.00 –0.02*** 0.01*** 0.00***
8 New business models 0.07*** 0.01*** 0.06*** –0.04*** –0.07***
9 New echnology 0.04*** –0.00 0.00* 0.02*** 0.01***
10 O ganiza ional ins ances 0.04*** 0.02*** 0.01*** 0.00 –0.00
11 Educa ion consequences –0.01*** 0.00** 0.03*** 0.01*** 0.04***
12 Indus y consequences 0.12*** –0.01* 0.02*** –0.04*** –0.10***
13 Daily li e consequences –0.00* 0.01** 0.05*** 0.05*** 0.04***
14 Online ade consequences 0.03*** 0.01*** 0.01*** 0.01*** –0.01***
15 Online banking 0.04*** 0.01* 0.04*** –0.03*** –0.04***
16 Digi al TV 0.16*** –0.08*** –0.13*** –0.01*** –0.00***
17 Digi aliza ion as u u e
opic
0.04*** 0.01*** 0.03*** 0.01*** –0.00***
*** p< 0.001
** p<0.01
*p<0.05
Con lic o in e es P. Poschmann and P. Walgenbach decla e ha hey ha e no compe ing in e es s.
Open Access This a icle is licensed unde a C ea i e Commons A ibu ion 4.0 In e na ional License,
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