Page 175 - 34-3

NTU Management Review Vol. 34 No. 3 Dec. 2024

from media logic to community logic in the practices of content production and marketing,
and customer interaction. Regarding partner connection, there has been a shift from
business logic to platform logic.
Besides, this study finds that although the new practices of digital transformation

conflict with the old practices, CWEMP still tries to find the nexus between the two parties
to achieve a situation where the old and new logic correspond to each other. I coin this
hybridization of the old and new logic “logical correspondence”. More elaborately, this

study discovers that in a situation where the old and new logic respond to each other, the
practices of content production and marketing and customer interaction are the two most
important aspects. In content production and marketing, the original professional and
core capabilities of the case are mostly used; in customer interaction, technology is used
to work together to achieve the transformation of the original values. In terms of partner

connection, the creation of more external environment contexts is involved.
Moreover, after the digital transformation, in the practices of content production and
customer interaction, community logic has replaced media logic and become the dominant

one. This new dominant logic shows different practical connotations in two aspects. In
terms of content production, the community logic focuses on the member community,
specifically various information content services to be provided, including those that
members can understand and meet their needs; the content provided is not limited to
the products or services, given priority from the perspective of members, and is mainly

selected through professional selection. Secondly, community logic also has its own
unique connotation in customer interaction. With the help of technological tools, customer
interaction has become a daily routine. In addition to introducing user-generated content

(UGC), individual cases can depict customers’ digital profiles and footprints, provide
corresponding services, and increase members’ “stickiness”. As for the practice of partner
linking, it shows platform logic has replaced business logic and controlled stakeholder
linking. By raising educational issues and organizing related activities, CWEMP provides
a platform for education to connect relevant people related to the issue. In addition to

information exchange, it generates more links and possible subsequent business activities.

165