Senior Affiliate Professor of Marketing
Leaders understand that digital transformation is an imperative. Shareholders demand it. Customers expect it. The commercial impacts of COVID-19 are accelerating it. Yet only a quarter to a third of digital transformations fully achieve their goals.Research points to several keys to transformation success, such as customer-centricity, well-sequenced technology adoption, employee enablement, effective use of data and analytics and taking a step-by-step approach to transformation management. Meanwhile, torrents of best practices and expert advice flow from every imaginable source about what it takes to win at digital transformation.Large-scale digital transformations demand so much adaptation to specific company circumstances that much of this insight is useless without a context for transformation management and leadership.