Hope Koch

Nov 6, 2023 | onlinelibrary.wiley.com | Price College |Sean Dwyer |Hope Koch |Russell E. Browder

1 INTRODUCTION The digital transformation literature emphasizes the pursuit of competitive advantage as the primary impetus for incumbents to embark on digital transformation (Mann et al., 2022; Nambisan, 2017). Digital transformation refers to a process in which firms use new digital technologies “to enable major business improvements (such as enhancing customer experience, streamlining operations, or creating new business models)” (Fitzgerald et al., 2014, p. 2).