Digital transformation: A multidisciplinary reflection and research agenda

Digital transformation and resultant business model innovation have fundamentally altered consumers’ expectations and behaviors, putting immense pressure on traditional firms, and disrupting numerous markets. Drawing on extant literature, we identify three stages of digital transformation: digitizat...

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Published in:Journal of business research 2021-01, Vol.122, p.889-901
Main Authors: Verhoef, Peter C., Broekhuizen, Thijs, Bart, Yakov, Bhattacharya, Abhi, Qi Dong, John, Fabian, Nicolai, Haenlein, Michael
Format: Article
Language:English
Subjects:
Business models
Business strategy
Digital business
Digitization
Strategic planning (Business)
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description Digital transformation and resultant business model innovation have fundamentally altered consumers’ expectations and behaviors, putting immense pressure on traditional firms, and disrupting numerous markets. Drawing on extant literature, we identify three stages of digital transformation: digitization, digitalization, and digital transformation. We identify and delineate growth strategies for digital firms as well as the assets and capabilities required in order to successfully transform digitally. We posit that digital transformation requires specific organizational structures and bears consequences for the metrics used to calibrate performance. Finally, we provide a research agenda to stimulate and guide future research on digital transformation.
doi_str_mv 10.1016/j.jbusres.2019.09.022
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subjects Business models
Business strategy
Digital business
Digitization
Strategic planning (Business)
title Digital transformation: A multidisciplinary reflection and research agenda
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