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A Cultural Quest: A Study of Organizational Use of New Cultural Resources in Strategy Formation

Author

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  • Violina Rindova

    (Department of Management, McCombs School of Business, University of Texas at Austin, Austin, Texas 78712)

  • Elena Dalpiaz

    (Department of Management, Università Bocconi, 20136 Milano, Italy)

  • Davide Ravasi

    (Department of Management, Università Bocconi, 20136 Milano, Italy)

Abstract

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.

Suggested Citation

  • Violina Rindova & Elena Dalpiaz & Davide Ravasi, 2011. "A Cultural Quest: A Study of Organizational Use of New Cultural Resources in Strategy Formation," Organization Science, INFORMS, vol. 22(2), pages 413-431, April.
    • Handle: RePEc:inm:ororsc:v:22:y:2011:i:2:p:413-431
    DOI: 10.1287/orsc.1100.0537
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    References listed on IDEAS

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