Organizational Identity Change And Organizational Legitimacy Construction In Crossover Business Activity

Crossover business activity is the cross-chain reorganization phenomenon of virtual economy industrial chain and real economy industrial chain under the background of Internet,which has become a new logic for the innovation and growth of companies in a highly dynamic and uncertain business environment.Internet technology industrialization and industrial internetization have become the two main themes of the future business wave.As a kind of destructive creation,crossover business activity may face the risk of lack of legitimacy from the beginning of cross-border innovation activities.Not only can it not guarantee to obtain Schumpeter Rent,but it will also drag down the development of the original main business,and is easy to fall into the operation dilemma of cross-over collapse.Fundamentally speaking,without the recognition of its organizational identity by the market,the legitimacy of crossover business activity is easily questioned by the outside world.However,the academic research on the internal relationship between organizational identity and organizational legitimacy in crossover business activity is still in its infancy.Established in 2004,Letv.com has been committed to building a platform + content + terminal + application whole industry chain business and its cross industry ecosystem since the beginning of its business.However,the late efforts of Letv.com failed to achieve the effect of subverting the existing industrial system completely.Choosing Letv.com as the research object,this paper discusses the interaction between organizational identity change and organizational identity legitimacy in crossover administration companies.Based on the open coding,axial coding and selective coding of grounded theory,this paper extracts and summarizes the key categories and the relationships between categories,and further constructs the interaction model of organizational identity change,organizational identity congruence and organizational identity legitimacy.The study found: First,the organizational identity change of crossover business companies is driven by the organizational identity threat caused by identity gap and identity discrimination.Second,the organizational identity change ways of crossover business companies include restrictive organizational identity change paradigm and the guiding organizational identity change paradigm.Among them,restrictive organizational identity change has the characteristics of weak communication,high plan,closure and unidirectional,while guiding organizational identity change has the characteristics of strong communication,high response,openness and bidirectional.Third,the manipulation and activeness in the process of organizational identity change are important factors that determine the organizational identity congruence.Different organizational identity change paradigms show different features of manipulation and activeness.Comparatively speaking,restrictive organizational identity change shows high manipulation and low activeness,and guiding organizational identity change shows low manipulation and high activeness.Fourth,organizational identity congruence plays an intermediary role between organizational identity change and organizational legitimacy.On this basis,this paper obtains The influence mechanism of organizational identity change on the construction of organizational legitimacy crossover business activity,and further excavates the Double power in the construction process of organizational identity legitimacy.Therefore,starting from the perspective of organizational identity,this paper provides theoretical support for the crossover business companies to implement identity change and shape organizational legitimacy.