Digital Business and Transformation
Artikelen
Samenvatting
Verhoef et al. – 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 extent literature we identify three stages of digital transformation|: digitization,
digitalization and digital transformation.
We posit that digital transformation requires specific organizational structures and bears
consequences for the metrics used to calibrate performance.
We identify three major external factors driving the need for digital transformation
1. Digital technology
2. Digital competition
3. Digital customer behavior
Given the multidisciplinary nature and broad coverage of digital transformation research, we
reviewed the multidisciplinary literature to understand what is known about firm’s digital
transformation.
We identify three phases of digital transformation
1. Digitization the encoding of analog information into a digital format such that
computers can store process and transmit such information
2. Digitalization described how IT can be used to alter existing business process
3. Digital transformation the most pervasive phase and describes a company-wide
change that leads to development of new business models
Digital transformation affects the whole company and its ways of doing business and goes
beyond digitalization the changing of simple organizational processes and tasks. It
rearranges the processes to change the business logic of a firm or its value creation
process.
You need different strategic imperatives (vereisten) of digital transformation
1. Digital resources
Resources represent a firm’s ownership and control of assets and capabilities. Assets
represent the firm’s resource endowments in physical and intellectual assets, while
capabilities usually reside in the firm’s human, information or organizational capital and glue
assets together to enable their successful deployment.
- Digital assets
- Digital agility
- Digital networking capability
- Big data analytics capability
2. Organizational structure
A key issue to consider is the organizational changes needed to adapt to digital change
- Separate business units
- Agile organizational forms
3. Digital growth strategies
A variety of digital growth strategies exist for digital firms, but the most prominent growth
strategy involves the use of digital platforms
, 4. Metrics and goals
To realize the full potential of digital transformation, digital firms need to measure the
performance improvements on key performance indicators (KPIs) to facilitate learning and
fine-tune the business model. The relevance and use of KPIs may differ across the phases
of digital transformation.
The key goal of this paper is to provide a multidisciplinary perspective on digital
transformation. We identify three stages for digital transformation: digitization, digitalization
and digital transformation. Firms aiming to transform digital not only need to have digital
assets but also require or develop capabilities related to digital agility, digital networking and
big data analytics.
We believe that digital transformation will be a very relevant, multidisciplinary are for future
research given the recent developments of digital technologies. In this paper, we have
provided a rich and timely discussion on digital transformation and proposed how digital
transformation places specific demand on organizations.
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