ABSTRACT
Based on the author’s research and experience with many companies, this chapter addresses the following questions: What is digital transformation? Is a digital offer typically a complement or substitute for traditional products? How does digital transformation affect the salesforce? How does it affect pricing? What are obstacles to implementing digital initiatives? What advice is there for companies beginning a digital transformation journey? The chapter offers warnings about current uses of the term “digital transformation” and guidelines concerning the managerial pre-requisites for productive use of digital technologies.
