Digitalization has brought matchmaking firms to the center of the limelight. Digital natives such as AirBnb and Uber are typical examples of firms designing digital technologies in order to enable more efficient and scalable forms of matching. These firms, commonly referred to as digital platforms, match external actors with one another and orchestrate non-proprietary resources in its surrounding ecosystem. What previous research has brought less attention to is how “non-digital” matching is enabled in incumbent firms. As a consequence, we know little about how these incumbent firms adapt with an all the more digital business landscape where digital matching practice is an essential capability. Therefore, this project uncovers the existing practice as well as the emerging tensions between the logics guiding conventional and digital matching in an incumbent matchmaker firm in the Swedish forest industry as they begin to explore digital technologies.

Expected impact

This project will contribute to theory of digital transformation. Furthermore, the aim is to provide recommendations for managing the competing logics unfolding in digital transformation of an ecosystem orchestrator as well as for how to orchestrate digital ecosystems.

Theoretical perspectives

Digital ecosystems, professional practices, competing logics, liminality



SCDI participants

Frida Magnusdotter Ivarsson, Fredrik Svahn

Funding and timeline

Stiftelsen Seydlitz MP Bolagen, 2018-2021