HOW DO TECHNOLOGICAL FRAMES FEEL? BUSINESS MODEL INNOVATION IN PRE-DIGITAL COMPANIES AND THE EMOTIONAL IMPACT OF DIGITAL TECHNOLOGIES

Abstract

The disruptive character of digital technologies can lead to an existential threat for pre-digital firms when their managers do not assess the opportunities new digital technology can provide. Strategic actors rely on their technological frames to interpret a specific technology and whether and how they can benefit from it, which can explain why there is heterogeneity in such technology-driven Business Model Innovation (BMI). However, the literature lacks a comprehensive understanding of this critical management tool because the emotional grounding of technological frames has not been examined. We conducted a qualitative case study research. Our results are based on 36 interviews. It turns out that emotions impact how people respond to digital technologies. These insights extend our understanding of technological frames as well as emotional framing and their mutual relationship and how this affects technology-driven BMI. In addition, we provide practical implications.