Consumers play an increasingly central role in born digital organisations, including driving new approaches to consumer interaction, communication, and marketing. However, we know little about how born digital organise internally to manage and respond to consumer demands. In this paper, we studied an organisation providing online travel services where its aim was to reorganise internally, in relation to consumers, through developing a set of ‘search’ practices. The role of search is particularly salient for born digitals, giving rise to new roles and expertise where organisations attempt to pre-empt user actions. Through qualitative research, we show how a born digital organisation creates new practices that we label pre-emptive, reactive, reflective and adaptive. Our main finding is that rapidly and constantly reconfiguring practices, what these new experts call ‘constructive disruption’, is essential for born digitals to manage relationships with consumers. Our paper contributes by providing a better understanding of practices within born digital organisations, and specifically the practices born digitals use to navigate unpredictable emerging changes and produce constant novelty for customers. We also contribute to the concept of search and provide examples of how it might be employed to better understand digital organising and digital transformation.

消费者在天生的数字组织中发挥着越来越重要的作用，包括推动消费者互动、沟通和营销的新方法。然而，我们对天生的数字化组织如何在内部进行管理和响应消费者需求知之甚少。在本文中，我们研究了一家提供在线旅游服务的组织，其目标是通过开发一套“搜索”实践来针对消费者进行内部重组。对于天生的数字化者来说，搜索的作用尤其重要，它催生了新的角色和专业知识，组织试图抢占用户的行为。通过定性研究，我们展示了一个天生的数字组织如何创造新的实践，我们将其标记为先发制人、反应性、反思性和适应性。我们的主要发现是，快速、不断地重新配置实践，这些新专家称之为“建设性颠覆”，对于天生的数字化企业管理与消费者的关系至关重要。我们的论文有助于更好地理解天生数字化组织的实践，特别是天生数字化组织用来应对不可预测的新兴变化并为客户带来持续新颖性的实践。我们还对搜索概念做出了贡献，并提供了如何利用搜索来更好地理解数字组织和数字转型的示例。