Managing organizational identity in the e-commerce industry: An ambidexterity perspective

In the e-commerce industry, organizations should maintain an enduring and stable organizational identity to gain long-term success while also adapting quickly to the increasingly volatile environment in order to ensure profitability and survival. These ongoing paradoxical challenges concerning the management of organizational identity have been left unaddressed in existing literature. Drawing upon the literature related to organizational ambidexterity and organizational identity, this paper proposes two theoretical frameworks for systematically examining the ways in which organizations, especially those in the e-commerce industry, should manage their organizational identities by leveraging four balancing forms of organizational ambidexterity. Based on these two models, we comprehensively analyzed the case of D.com, which is Chinaʹs most successful online ticket vendor. Our study not only contributes to the field of knowledge surrounding organizational identity and ambidexterity but also provides a detailed means for practitioners to manage organizational identities at both the strategic and operational levels within the e-commerce industry.