What would middle managers do? A Case Study of a Culturally Shifting Global Pharmaceutical Company

Abstract: Purpose The purpose of this paper is to explore how middle managers attempt to enhance internal innovation processes with digital usages. To do so, this research aims to open up an internal innovation process improvement ‘black box’ by looking not only at issues related to digital delivery but also at elements related to innovation culture and leadership. Design/method/approach To fulfill this purpose, this qualitative research develops a case study employing the lenses of middle managers to generate empirical data based on an interpretative approach and an in-depth semi-structured interview methodology. Findings Middle managers' attempt to enhance internal innovation processes with digital usages involves major elements related to influencing people’s mindset, motivating and embracing ideation, as well as collaboration across units leveraged by digital usages. Nonetheless, the core element of the attempt stands for the ability to root the digital tool usages not only at the individual or team level but also at the innovation process level. Contributions This study mainly contributes to theory extension by putting the individual at the heart of the organization's innovativeness culture and enlightening the leadership role of middle managers to influence innovative behaviors to embrace digital tools in the line of the organization’s strategy with major demands for change management. Originality/value By integrating the perspective of middle managers to the conceptual, this case study brings an additional piece to the puzzle of how digital tools nurture the internal innovation processes.