Unpacking Corporate Twin Transformation Through Configurational Analysis

Abstract

This study focuses on the interplay of factors that influence the leveraging of effective corporate Twin Transformation (TT) which enables organizations to address burgeoning regulations, evolving customer needs, and rising awareness on sustainability. Although prior literature has explored TT, it lacks detailed investigation into the combination of factors that impact its effectiveness. Addressing this gap, our study adopts an exploratory two-step approach. First, we conduct 30 in-depth interviews with corporate transformation experts to identify the factors influencing effective TT, revealing seven facilitating and six hindering factors. Second, we employ a fuzzy-set qualitative comparative analysis (fsQCA) based on configurational theory to identify decisive combinations of factors that contribute to effective corporate TT. The findings reveal three necessary conditions: ecosystem-related factors, individual-level factors, and change management. This research extends the theoretical and methodological understanding of TT by providing empirical validation and a nuanced perspective on factor configurations that drive corporate TT success. We also offer actionable insights for managers within and across organizations to help them leverage factor combinations that enable effective TT implementation in the face of challenges or organizational change.