A Dynamic Process Model for Digital Transformation:

A Conceptual Approach

Abstract

This paper proposes a dynamic process model for digital transformation (DX). First, we set the scope of current research by defining DX as a process through which digital technologies are used, new customer value is pursued as its goal, and corporate transformation is implemented. Based on a systematic literature review on DX, we then point out the dearth of knowledge on the dynamic processes inherent in DX. Then, we propose a dynamic process model by integrating the insights accumulated in dynamic capability research in the fields of strategy and organizational behavior with extant knowledge on resource integration for value co-creation among various resource integrators developed in service-dominant logic research in the marketing area. By employing a two-dimensional matrix based on “platform” and “stakeholder”, the proposed model attempts to delineate four “stages” and explain two stepwise “paths”, both of which help capture the dynamic nature of DX.