Digitaliseringsinitiativ från dotterbolag inom multinationella företag. Hur kan digitaliseringsinitiativ från dotterbolag inom ett multinationellt bolag pådriva utveckling i dotterbolaget och hur mottas det av moderbolagets huvudkontor?

Abstract

The progress of digitalisation within the insurance industry in the Nordic region has been significant in recent decades, with more and more digital platforms changing the market's expectations and demand for digital solutions. This is a development that other countries have not followed to the same extent, which leads to a perception gap that can arise where conflicts can be encountered within a multinational company whose head office is operating outside the Nordic region. The subsidiaries that operate in the Nordic market clearly see an increased need to be able to satisfy the market's demand for digital solutions that are able to deliver frictionless communication between the company and the customer. The study will examine initiatives regarding digitalisation from a subsidiary within a multinational company with focus on the phenomenon of the immune system and its underlying antecedents. The study is carried out as a qualitative case study that examines one company in the insurance industry that operates in the Nordic region. The company acts as a subsidiary and the study follows a subsidiary initiative that is expressed in terms of a digitization project. Subsidiary initiatives are initiatives from the subsidiary that play an important role within a multinational company, where initiatives can help in the development and meet market expectations throughout the Group. The results show that the subsidiary has experienced some resistance from the immune system while implementing the initiative. Successful outcomes from initiatives increase the subsidiary's legitimacy towards the head office, which facilitate the navigation of future initiatives.