Implementing enterprise digital transformation: a contribution to conceptual framework design

Purpose - The purpose of this article is to articulate a view of digital transformation (DT) implementation and proposes a framework linking digital transformation strategy (DTS) and business model innovation (BMI), often treated separately. Design/methodology/approach - Through the analysis of the DTS model and the literature of the BMI model, this work proposes, in an inductive methodological approach, a conceptual framework articulating these two items to be put in place for a better implementation of the DT of companies. Findings - To successfully implement the DT, managers need to master the art of contextualization. It is not always a matter of radical changes and reinventing the whole strategy and business model, but knowing how to update the existing one with the new changes and information. Moreover, an optimal design for implementing DT requires alignment between the strategic and operational aspects to achieve the proposition, the creation and the value capture. In addition, the link between the DTS and the BMI should be iterative and continuous, respecting a Deming wheel-like approach. Practical implications - The outcome of this paper can serve as a reference and checklist guiding enterprises to succeed in their DT implementation project. In this regard, this work presents a DTS model to implement the DT, and a BMI instruction but also clarifies how to ensure consistency between all the models to guarantee the DT project alignment and therefore organizational survival. Originality/value - This work proposes an original conceptual framework linking the DTS and BMI through their building blocks to assure a successful DT implementation.