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|10 pages


chapter Chapter 1|8 pages

Digital transformation

An overview

part 2|84 pages

Digital transformation and organizational capabilities

chapter Chapter 2|54 pages

Understanding digital transformation

A review and a research agenda

chapter Chapter 3|6 pages

The three pillars of digital transformation

Improving the core, building new business models, and developing digital capabilities

chapter Chapter 4|14 pages

Big data and analytics

Opportunities and challenges for firm performance

chapter Chapter 5|8 pages

Technology is just an enabler of digital transformation

Interview with Gianfranco Chimirri, HR communication director of Unilever Italy

part 3|67 pages

The digital transformation and business model innovation

chapter Chapter 6|9 pages

Digital transformation and business models

chapter Chapter 7|14 pages

From disruptively digital to proudly analog

A holistic typology of digital transformation strategies

chapter Chapter 8|7 pages

Digital transformation, the Holy Grail and the disruption of business models

Interview with Michael Nilles, Chief Digital and Information Officer, Henkel

chapter Chapter 9|6 pages

How artificial intelligence and the digital transformation change business and society

An interview with venture capitalist Vinod Khosla

chapter Chapter 10|6 pages

The digital company culture

Interview with Luca Ferrari, CEO, Bending Spoons

chapter Chapter 11|7 pages

Consulting for digital transformation

Interview with Giuseppe Folonari, European Head of Business Strategy, AKQA

chapter Chapter 12|10 pages

L’Oréal digital consumer operating system

chapter Chapter 13|6 pages

Internal start-ups as a driving force in the digitalization of traditional businesses

Interview with Jörg Hellwig, Chief Digital Officer, Lanxess

part 4|47 pages

Digital transformation and customer value creation

chapter Chapter 14|12 pages

Digital transformation and consumer behaviour

How the analysis of consumer data reshapes the marketing approach

chapter Chapter 15|9 pages

Digital transformation and the salesforce

Personal observations, warnings, and recommendations

chapter Chapter 16|6 pages

Digital transformation and the role of customer-centric innovation

Interview with the chief value officer, Thales

chapter Chapter 17|7 pages

Digital transformation in luxury industry

Interview with Jean-Christophe Babin, CEO Bulgari

chapter Chapter 18|10 pages

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|61 pages

The digital transformation in SMEs: challenges and best practices

chapter Chapter 19|29 pages

Digital transformation of manufacturing firms

Opportunities and challenges for SMEs

chapter Chapter 20|19 pages

Digital transformation and financial performance

Do digital specialists unlock the profit potential of new digital business models for SMEs?

part 6|7 pages