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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Bibliographic Details
Published in:Journal of business research Vol. 122; pp. 889 - 901
Main Authors: Verhoef, Peter C., Broekhuizen, Thijs, Bart, Yakov, Bhattacharya, Abhi, Qi Dong, John, Fabian, Nicolai, Haenlein, Michael
Format: Journal Article
Language:English
Published: Elsevier Inc 01.01.2021
Elsevier B.V
Subjects:
Business models
Business strategy
Digital business
Digitization
Strategic planning (Business)
Digital business
Business models
Business strategy
ISSN:0148-2963, 1873-7978
Online Access:Get full text
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Summary: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.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2019.09.022