Digital Driven Heritage Enterprise Organizational Routine Reconstruction for Revitalization: A Case Study in China

Abstract

In order to acquire sustainable development, how does a heritage enterprise with accelerated decline capture the lost brand equity again in order to reverse the recession trend of the brand through “organizational routine reconstruction†in the digital era? In this paper, taking heritage enterprise FT as the case study object, it deeply discussed the heritage enterprise reconstructed its organizational routine to revitalization. This study found that the process model of organizational routine reconstruction includes reactivation mechanism, innovation mechanism and balance mechanism in both cognition and action aspects. This research benefits both academics and practitioners by contributing to cumulative theoretical developments and by offering practical insights.