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
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Abstract	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.
AbstractList	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.
Audience	Trade Academic
Author	Broekhuizen, Thijs Bhattacharya, Abhi Verhoef, Peter C. Haenlein, Michael Bart, Yakov Fabian, Nicolai Qi Dong, John
Author_xml	– sequence: 1 givenname: Peter C. surname: Verhoef fullname: Verhoef, Peter C. email: p.c.verhoef@rug.nl organization: University of Groningen, Groningen, the Netherlands – sequence: 2 givenname: Thijs surname: Broekhuizen fullname: Broekhuizen, Thijs organization: University of Groningen, Groningen, the Netherlands – sequence: 3 givenname: Yakov surname: Bart fullname: Bart, Yakov organization: Northeastern University, Boston, United States – sequence: 4 givenname: Abhi orcidid: 0000-0002-4692-065X surname: Bhattacharya fullname: Bhattacharya, Abhi organization: University of Groningen, Groningen, the Netherlands – sequence: 5 givenname: John surname: Qi Dong fullname: Qi Dong, John organization: University of Groningen, Groningen, the Netherlands – sequence: 6 givenname: Nicolai surname: Fabian fullname: Fabian, Nicolai organization: University of Groningen, Groningen, the Netherlands – sequence: 7 givenname: Michael orcidid: 0000-0002-6921-7430 surname: Haenlein fullname: Haenlein, Michael organization: ESCP Europe, Paris, France
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SubjectTerms	Business models Business strategy Digital business Digitization Strategic planning (Business)
Title	Digital transformation: A multidisciplinary reflection and research agenda
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