Strategic Digital Transformation: A Results-Driven Approach, 1st Edition (Paperback) book cover

Strategic Digital Transformation

A Results-Driven Approach, 1st Edition

Edited by Alex Fenton, Gordon Fletcher, Marie Griffiths


240 pages | 52 B/W Illus.

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Paperback: 9780367031077
pub: 2019-12-20
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Emerging technologies are having a profound impact upon business, as individuals and organisations increasingly embrace the benefits of the ‘always on’ attitude that digital technologies produce. The use of the web, apps, cloud storage, GPS and internet-connected devices has transformed the way we live, learn, play and interact – yet how a business can fully benefit from this transformation is not always clear. In response, this book enables students and business leaders to take a strategic and sustainable approach to realising the value of digital technologies. It offers results-driven solutions that successfully transform organisations into data-driven, people-focused businesses capable of sustainably competing at a global level.

Split across four key parts, the material moves through understanding digital business to planning, implementing and assessing digital transformation. The current challenges facing all small organisations, including limited resources, financial pressures and the lack of dedicated IT departments, are explored. The authors consider the ways in which innovation can increase competitive advantage, how innovative business models can create new opportunities, and how a data-driven perspective can release embedded value within the organisation. Contemporary international case studies and examples throughout each chapter bridge theory with practical application and systematically document the patterns of activities that enable success.

This textbook is a vital resource for postgraduate and undergraduate students of digital business, innovation and transformation. By showing how to initiate digital transformation across an organisation, it will prepare business owners, directors and management of small- and medium-sized businesses to take strategic advantage of new and emerging technologies to stay ahead of their competition.


"In a time where the majority of companies give in to hype by marrying their digital solutions instead of their business problems, or desires, the solutions are created to aid, the authors offer a refreshing stance which acknowledges that companies must treat digital transformation as a strategic exercise if they are to expect business relevant outcomes from their continuous change processes."Christian Nielsen, Group Head of Digital Strategy at Nodes

"For those looking to navigate the turbulent and complex landscape of digital transformation, this book delivers a mix of deep-dive theory and real world application, providing the perfect blueprint to grow confidence and drive change across any organisation."Lucy Ann Kirby, Digital Strategist and Cultural Changemaker, Guernsey

Table of Contents

Part I: Understanding the digital in business

1. Why do strategic digital transformation?

Gordon Fletcher, Alex Fenton and Marie Griffiths

2. How to critically understand the digital landscape

Gordon Fletcher, Alex Fenton and Marie Griffiths

3. What is Digital Business Maturity

Alex Fenton, Gordon Fletcher and Marie Griffiths

4. Who are my competitors and what is my relationship to them?

Marie Griffiths, Alex Fenton and Gordon Fletcher

5. Managing the digital transformation of an organisation

Tim Griggs, Marie Griffiths and Gordon Fletcher

6. How to become digitally-aware and be a visionary leader

Alex Fenton, Tina Judic and Gordon Fletcher

Part II: Digitally transforming the organisation

Part II.I: The External Drivers for Change

7. Horizon scanning - what are the digital disruptors and who are the human accelerators

Marie Griffiths, Alex Fenton and Gordon Fletcher

8. The challenge of new, ever-changing technology and how to keep up

Marie Griffiths, David Kreps and Gordon Fletcher

9. Conducting a competitor analysis in the digital age

Alex Fenton, Katrina Gallagher and Aleksej Heinze

10. Understanding how others see your organisation

Suzanne Kane

Part II.II: Internal Motivations: Wanting to change the organisation

11. Doing a forensic internal audit of your business – skills, resources, culture, resistance

Aleksej Heinze and Gordon Fletcher

12. How to create transparency, sharing, customisation, boldness and openness in the business

Mick Hides, Alex Connock and Gordon Fletcher

13. Overcoming the legacy of processes, systems and people

Gordon Fletcher and Marie Griffiths

Part II.III: Planning to Change: Becoming a data-driven organisation

14. Tactics to build your digital strategy

Alex Fenton, Katrina Gallagher and Richard George

15. What to plan and when to make decisions with data

Gordon Fletcher, Marie Griffiths and Richard Dron

16. How to create responsive business models

Marie Griffiths and Gordon Fletcher

Part III: Making your plans happen: Acting and Engaging

17. Visible change and inspiration others: Making events that challenge innovation

Alex Fenton, Naomi Timperley and Rosy Boardman

18. Managing your human resources: sequential-tasking and maker time

Alex Fenton and Jonathan Lord

19. Transforming organisational culture: Co-create, co-produce and co-consume to build trust

Marie Griffiths and Richard Dron

20. Service innovation and transformation

Yun Chen and Wu Zhao

Part IV: Assessing your success

21. Permanently embed innovation into your organisation: always interconnected

Alex Fenton and Naomi Timperley

22. Measuring the digital transformation in an organisation: audit to discover what value was added

Alex Fenton, Wasim Ahmed and Mick Hides

23. Read Me First: the importance of continuous change

Marie Griffiths, Gordon Fletcher and Alex Fenton

About the Editors

Alex Fenton is Lecturer in Digital Business at Salford Business School, UK. He has authored a wide range of academic and practitioner articles relating to digital transformation, digital business and digital marketing. He has won an array of industry and teaching awards for his practical approach to enterprise-led, experiential education.

Gordon Fletcher is Academic Unit Head at Salford Business School, UK. Gordon’s research focuses on examples and experiences of digital business, culture and practice. Gordon has published work around conflict with online finance communities, economies within virtual game worlds, digital marketing and digital transformation.

Marie Griffiths is Reader and Head of the Centre for Digital Business, Salford Business School, UK. Her research focuses on the role of digital technologies and the convergence of the ‘real’ and digital worlds and the social influences of technology. She also writes and teaches in the fields of emerging Technologies, Security and Information Systems.

About the Series

Business and Digital Transformation

Digital technologies are transforming societies across the globe, the effects of which are yet to be fully understood. In the business world, technological disruption brings an array of challenges and opportunities for organizations, management and the workplace.

This series of textbooks provides a student-centred library to analyse, explore and critique the evolutionary effects of technology on the business world. Each book in the series takes the perspective of a key business discipline and examines the transformational potential of digital technology, aided by real world cases and examples.

With contributions from expert scholars across the globe, the books in this series enable critical thinking students to excel in their studies of the new digital business environment.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Development / Business Development
BUSINESS & ECONOMICS / E-Commerce / General (see also COMPUTERS / Electronic Commerce)
BUSINESS & ECONOMICS / Organizational Development