1st Edition

Managing Digital Transformation Understanding the Strategic Process

    296 Pages 19 B/W Illustrations
    by Routledge

    296 Pages 19 B/W Illustrations
    by Routledge

    This book provides practising executives and academics with the theories and best practices to plan and implement the digital transformation successfully. Key benefits:

    • an overview on how leading companies plan and implement digital transformation
    • interviews with chief executive officers and chief digital officers of leading companies – Bulgari, Deutsche Bahn, Henkel, Lanxess, L’Oréal, Unilever, Thales and others – explore lessons learnt and roadmaps to successful implementation
    • research and case studies on the digitalization of small and medium-sized companies
    • cutting-edge academic research on business models, organizational capabilities and performance implications of the digital transformation
    • tools and insights into how to overcome internal resistance, build digital capabilities, align the organization, develop the ecosystem and create customer value to implement digital strategies that increase profits

    Managing Digital Transformation is unique in its approach, combining rigorous academic theory with practical insights and contributions from companies that are, according to leading academic thinkers, at the forefront of global best practice in the digital transformation. It is a recommended reading both for practitioners looking to implement digital strategies within their own organisations, as well as for academics and postgraduate students studying digital transformation, strategy and marketing.

    Part 1: INTRODUCTION 1.Digital Transformation - An Overview Part 2: DIGITAL TRANSFORMATION AND ORGANIZATIONAL CAPABILITIES 2.Understanding Digital Transformation: A Review and A Research Agenda 3.The Three Pillars of the Digital Transformation: Improving the Core, Building New Business Models, and Developing Digital Capabilities 4.Big Data and Analytics: Opportunities and Challenges for Firm Performance 5.Technology is Just an Enabler of Digital Transformation: An Interview with Gianfranco Chimirri, HR communication director of Unilever Italy Part 3: THE DIGITAL TRANSFORMATION AND BUSINESS MODEL INNOVATION 6.Digital Transformation and Business Models 7.From Disruptively Digital to Proudly Analog: A Holistic Typology of Digital Transformation Strategies 8.Digital Transformation, the Holy Grail and the Disruption of Business Models: Interview with Michael Nilles, Chief Digital and Information Officer, Henkel 9.How Artificial Intelligence and the Digital Transformation Change Business and Society: An Interview with Venture Capitalist Vinod Khosla 10.The Digital Company Culture: Interview with Luca Ferrari, CEO, Bending Spoons 11.Consulting for Digital Transformation: Interview with Giuseppe Folonari, European Head of Business Strategy, AKQA 12.L’Oréal Digital Consumer Operating System 13.Internal Start-ups as a Driving Force in the Digitalization of Traditional Businesses: Interview with Jörg Hellwig, Chief Digital Officer, Lanxess Part 4: DIGITAL TRANSFORMATION AND CUSTOMER VALUE CREATION 14.Digital Transformation and Consumer Behaviour: How the Analysis of Consumer Data Reshapes the Marketing Approach 15.Digital Transformation and the Salesforce: Personal Observations, Warnings, and Recommendations 16.Digital Transformation and The Role of Customer-Centric Innovation: Interview with the Chief Value Officer, Thales 17.Digital Transformation in Luxury Industry: Interview with Jean-Christophe Babin, CEO Bulgari 18.The Importance of Data in Transforming a Traditional Company to a Digital Thinking Company: Interview with Fabrizio Viacava, chief digital officer of Etro Part 5: THE DIGITAL TRANSFORMATION IN SMEs: CHALLENGES AND BEST PRACTICES 19.Digital Transformation of Manufacturing Firms: Opportunities and Challenges for SMEs 20.Digital Transformation and Financial Performance: Do Digital Specialists Unlock the Profit Potential of New Digital Business Models for SMEs? 21.Supporting Pervasive Digitization in Italian SMEs Through an Open Innovation Process CONCLUSION 22.Our Roadmap to Digital Transformation


    Andreas Hinterhuber is Associate Professor of Marketing, Ca' Foscari University of Venice, Italy.

    Tiziano Vescovi is Full Professor of Strategic Marketing, Ca' Foscari University of Venice, Italy.

    Francesca Checchinato is Associate Professor of Marketing, Ca' Foscari University of Venice, Italy.

    An absolutely recommendable book on digital transformation due to the rich number of insights of real digital experts.

    Nils Stamm, Chief Digital Officer, Telekom Deutschland GmbH   

    Digital transformation is an extremely important business model change which should have the highest attention among top management. This book provides a very interesting mix between case studies and interviews on digital transformation in large and small firms and theory development on digital transformation.

    Peter Verhoef, Professor of Marketing, Dean Faculty of Economics and Business, University of Groningen 

    This book gives real insights what digital transformation really means for an enterprise. It’s not a one size fits all approach and clearly shows it takes real leadership to get things moving.

    Maarten Stramrood, Former Chief Digital Officer, Brenntag AG