Research on Strategic Transformation of Time-honored Brands in Seeking Innovation and Change:Based on the Perspective of Organizational Attention and Resource Orchestration
Facing the impact of young brands,transformation and change have gradually become an important means for time-honored brands to get rid of the"life and death line",and inheritance and innovation have gradually become the key points for the development of time-honored brands.Based on the development history of Tongshenghe from 1978 to 2022,this paper adopts the exploratory single case study method,discusses how the time-honored brand has completed its transformation by means of organizational attention and resource orchestration,and puts forward the process model of the time-honored brand's strategic transformation.It is found that the time-honored brand will go through the evolutionary stage of"transformation preparation—transformation implementation—transformation integration"in the process of strategic transformation,which is embodied in the following aspects:(1)based on the coordination of situational awareness of organizational attention,effective allocation of attention and choice of organizational attention,it completes the strategic transformation preparation and identifies the key factors that affect the transformation;(2)complete the implementation of strategic transformation through resource structuring,resource binding and resource utilization,and implement the results of organizational attention selection;(3)complete strategic transformation and integration through the adjustment of business model or business field,and present strategic decisions.
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