From"Meeting Low-end Demands"to"Leading High-end Demands":A Study on the Value Proposition Transition of Chinese Enterprises from the Perspective of Temporal Sensemaking
Against the backdrop of the high-quality development of industries and the accelerated construction of new quality productive forces,numerous outstanding Chinese enterprises are carrying out high-end strategic changes.In this process,the core task of top managers is to reshape the thinking logic that guides enterprises'value creation actions,that is,the transition from meeting the needs of the low-end market to the value proposition of leading the needs of the high-end market.It is directly related to the success or failure of subsequent strategic actions and affects the improvement of the core competitiveness of industries and the realization of the goal of leaping into the middle and high end.In the context of high-end strategic change,this study adopts the value proposition theory and employs temporal sensemaking as a research perspective.A multi-case study of Yadea,Bosideng,Feihe,and Forest Cabin systematically explores the mechanism of value proposition transition of top managers in high-end strategic change.According to the case analysis,this study suggests that the high-end strategic change of enterprises represents a process from the low-end demand-satisfying value proposition to the high-end demand-leading value proposition.During the various stages of high-end strategic change,there is a mutually influential and synergistic relationship between value proposition and temporal sensemaking,in which top managers sequentially form high-end demand catering,high-end demand reshaping,and high-end demand leading value propositions with learning logic,leverage logic,and shaping logic as the core.Top managers adopt different temporal sensemaking approaches,achieving value proposition transitions by adjusting the modes that deal with the tension between retrospective and prospective construction thinking,and the corresponding meaning-generation mechanism.According to different characteristics of the value proposition transition process,four value proposition thinking modes are summarized,namely,the"inward-oriented thinking mode",the"outward-oriented thinking mode",the"thinking mode from inside to outside",and the"thinking mode from outside to inside".This study contributes to the theories of high-end strategic change,value proposition,and temporal sensemaking,as well as the practice of high-end strategic change in Chinese enterprises,especially the remodeling of the logical thinking of top managers.The types,connotations,and characteristics of enterprises'value propositions in the process of high-end strategic change are extracted,and the model of the value proposition transition mechanism is constructed.This goes beyond existing research's focus on the substantive actions of high-end strategic change and explores how top managers reshape the logic of actions from the perspective of abstract thinking.From the standpoint of temporal sensemaking,the interaction mechanism between the temporal sensemaking and the value proposition is analyzed,and the differentiated thinking mode of value proposition transition in the process of high-end strategic change is extracted.Furthermore,by revealing how top managers deal with the tension between retrospective and prospective sensemaking,this study shifts the focus of temporal sensemaking away from the linear temporal dimensions of"retrospective"and"prospective"towards the sensemaking logic and process dimensions of tension management.
high-end strategic changevalue proposition transitiontemporal sensemakingvalue creation logicmulti-case study
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