Digital Strategy Innovation; Toward Product and Business Model Innovation to Attain e-Leadership

: Spil T, Kijl B, Salmela H

: Spil, T

: International conference on management, leadership and governance

: 2016

: Proceedings of the international conference on management, leadership and governance

: PROCEEDINGS OF THE 4TH INTERNATIONAL CONFERENCE ON MANAGEMENT, LEADERSHIP AND GOVERNANCE (ICMLG 2016)

: PR INT CONF MANAGE

: 321

: 329

: 9

: 978-1-910810-85-9

: 2049-6818

New technological trends like services, big data, and mobile clouds increase the complexity of decision making on information strategy. This paper investigates whether a shift is visible from process-oriented digital technology utilization in digital strategies towards a more balanced and integrated constellation of product, process, and business model innovation. In seven organizations interviews and workshops were held to create a digital strategy. Three focus groups evaluated these digital strategies by applying a digital strategy evaluation model which ties theory and practice into a so-called digital strategy pyramid. The focus groups confirmed that the three contextual IT-trends - services, big data and mobile clouds - can be identified in more than half of the cases. The main observation of this paper is that digital strategies are still mainly process-oriented. The digital strategy pyramid may increase awareness among managers and support them in developing a more holistic and integrated digital strategy. Such strategy would encompass not only process innovations but also product and business model innovations to attain e-leadership. Future research is needed to increase our understanding of how networks of organizations can move from process to product innovation supported by new channelling and business models.