Frame Evolution:Temporal Dynamics of TMT Frame, Adaptive Strategy & Technology Lifecycle at FUJIFILM

Research output: Contribution to journalConference article


This article theorizes how top management’s strategic frame evolves over the lifespan of technology and how such frame evolution transforms the organization over time. Combining proprietary archival and extensive interview data, this study traces the historical transformation of Fujifilm, a Japan-based multinational company, over the thirty-three years of the rise and fall of the digital photography industry. Fujifilm, as one of the largest color film manufacturers in the world, not only survived from the growth of the digital imaging technology but also reoriented its existing capabilities in diverse industries such as industrial materials, document solutions, pharmaceuticals, and even cosmetics—resulting in its highest revenue in 2018. Analysis found four modes of frame alteration—incorporating, expanding, shifting, and focusing—that top management underwent and corresponding cognitive mechanisms that shaped each of the four modes of frame alteration and Fujifilm’s resulting adaptive strategies. These findings highlight the critical role of continuous and flexible revisions and adjustments of predominant strategic frames to ensure incumbent organizations’ long-term competitiveness; and invite future studies on frame evolution that treats strategic frames as dynamic, rather than static, strategic managerial assets.
Original languageEnglish (US)
JournalAcademy of Management Annual Meeting Proceedings
Issue number1
StatePublished - Jul 26 2021
Externally publishedYes
Event81st Annual Meeting of the Academy of Management 2021: Bringing the Manager Back in Management, AoM 2021 - Virtual, Online
Duration: Jul 29 2021Aug 4 2021

ASJC Scopus subject areas

  • Industrial relations
  • Management Information Systems
  • Management of Technology and Innovation


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