ABSTRACT
Digital transformation is ongoing. In this article we analyze and identify the ways in which data and digitalization are disrupting different industries, particularly from the perspective of non-technological innovations. Non-technological innovations are important, because they support technological innovations and the growth of economy and organizations, as well as increasing corporate success and productivity while renewing organizational processes. Digitization is more than just acquiring new technologies, as companies use digitization both to complement and to reform existing models and processes, thus creating added value.
The research was conducted during the COVID-19 pandemic. By using a framework of digital disruption, we utilized 41 case reports using ATLAS.ti qualitative analysis software. Additionally, quantitative data were analyzed. The examined case reports describe how digital is changing the selected industry, business and market environment. This analysis consists of three different phases: 1) digital competitive environment; 2) digital challenge; and 3) strategic nature of digital and digital (strategic) maturity of the firm.
Digitalization is currently speeding up and is considered an important part of many companies’ strategy due to efficiency gains and as an enabler of numerous other possibilities to gain competitive advantage in the market. Our intention was to formulate some recommendations for companies with regards to their digital strategy and how non-technological innovations could help in this transformation.
