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How Big Old Companies Navigate Digital Transformation

Ina M Sebastian, Jeanne W Ross, Cynthia Beath, Martin Mocker, Kate G Moloney, Nils O Fonstad

Abstract


New digital technologies present both game-changing opportunities for—and existential threats to—companies whose success was built in the pre-digital economy. This article describes our findings from a study of 25 companies that were embarking on digital transformation journeys. We identified two digital strategies—customer engagement and digitized solutions—that provide direction for a digital transformation. Two technology-enabled assets are essential for executing those strategies: an operational backbone and a digital services platform. We describe how a big old company can combine these elements to navigate its digital transformation.

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ISSN 1540-1960