ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book analyzes challenges related to exploiting the opportunities offered by big data based on an extensive review of the literature. It explores growing gap between what is technologically possible and what is being implemented in organizations. The book discusses the digital transformation process of Unilever, a leading company in the Fast-moving consumer goods (FMCG) sector highlighting the main elements that drive to the success. It analyzes the relationship between the digital transformation and the change of the business models, that is the influence of the digital technology adoption on the models of value creation of the company. The book provides a conceptual classification of digital transformation strategies in terms of two critical dimensions: usage of digital technologies and readiness of the business model for digital operation.
