An Integrative Framework for Asset Orchestration

Sustained competitive responses are required by firms that must prosper in dynamic business environments. However making any sustained competitive response will usually require the firm to possess a capability to continuously orchestrate its assets; such that collectively those assets remain aligned to changing market needs. But Asset Orchestration (AO) is known to require collective management, engineering and financial decisions to be taken, in addition to associated collective management, engineering and financial actions. Typically it follows that AO needs to be supported by suitable AO concepts, methods and technology. With this set of business requirements in mind this thesis proposes and tests the use of an ‘Integrative Framework for AO’ which: conceptualises the context for multi-level AO management decision and AO action making; and which can be deployed to systematically underpin practical examples of AO, leading to the firms sustainability. Very little of the current management literature describes the practical applications of emergent AO concepts. Hence, this research study has conducted an inductive multiple case study approach primarily utilizing semi-structured interviews and an online questionnaire. Thus, the thesis conceived, developed and used a unique semi-generic “Asset Orchestration Reference Model” (AO-RM) to capture actual AO data within two case study firms. Data analysis shows how AO theory can be deployed to direct strategic decision making towards the sustainable configuration and deployments of a firms’ resource portfolio. The study suggests that the AO-RM is highly applicable to the case study examples and that middle management can be shown to have a significant influence on organizational change through the integration of top and lower-level management. The study contributes to current knowledge by proposing and using an AO-RM that acts as a road map by which to guide managers during change projects. Therefore, we suggest the future study of AO in more detailed, specific forms of change projects.