Governance, Strategy, and Value of IS
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Paper Number
1616
Paper Type
short
Description
IT artifacts as embodiments of digital technologies are perceived differently by different user groups – a characteristic denoted as the technology’s interpretive flexibility. As emphasized in prior contributions, social and technological factors shape the different outcomes of the focal technology. What is less clear is how technology firms can manage and exploit the interpretive flexibility of their technology to maximize their value potential while adequately addressing their (potential) customers' needs. This ongoing study aims to investigate the mechanisms technology providers use to strike that balance individually and collectively. Between 2018 and 2021, we conduct an in-depth case study of Celonis the market leader in process mining, and develop a preliminary model for managing the interpretive flexibility of technology. Focusing on Celonis’ efforts to create a partner ecosystem around its core technology, we find two basic mechanisms through which partners increase (deployment) or decrease (abstraction) the interpretive flexibility of Celonis’ technology.
Recommended Citation
Engert, Martin; Chu, Yifang; Hein, Andreas; and Krcmar, Helmut, "Managing the Interpretive Flexibility of Technology: A Case Study of Celonis and its Partner Ecosystem" (2021). ICIS 2021 Proceedings. 5.
https://aisel.aisnet.org/icis2021/governance/governance/5
Managing the Interpretive Flexibility of Technology: A Case Study of Celonis and its Partner Ecosystem
IT artifacts as embodiments of digital technologies are perceived differently by different user groups – a characteristic denoted as the technology’s interpretive flexibility. As emphasized in prior contributions, social and technological factors shape the different outcomes of the focal technology. What is less clear is how technology firms can manage and exploit the interpretive flexibility of their technology to maximize their value potential while adequately addressing their (potential) customers' needs. This ongoing study aims to investigate the mechanisms technology providers use to strike that balance individually and collectively. Between 2018 and 2021, we conduct an in-depth case study of Celonis the market leader in process mining, and develop a preliminary model for managing the interpretive flexibility of technology. Focusing on Celonis’ efforts to create a partner ecosystem around its core technology, we find two basic mechanisms through which partners increase (deployment) or decrease (abstraction) the interpretive flexibility of Celonis’ technology.
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