Digital Transformation as a Competitive Factor in Supply Chain Management: Proof of Concept in One of the Largest Editorial Groups in Portugal

Research purpose. Through the adoption of the concept of the Proof of Concept, the main objective of this work is to highlight the approach that allows the framework and study of the viability of investments in the digital transformation of companies. The research focuses on the publishing sector and, mainly, on one of the largest publishing groups in Portugal and focuses on the strategic decision, due to the covid-19 pandemic situation, to adopt a Warehouse Management System to increase productivity, competitiveness, and sustainability of the company under study. Due to the need for confinement, publishers saw their sales drop drastically and the option of e-commerce implied the need for adjustments in the organizational dynamics associated with the distribution of products. The research/paper goal is to show the viability of investments in the digital transformation of companies in order to enlarge their efficiency and effectiveness. Design / Methodology / Approach. As a methodology adopted in the first phase, the authors developed a framework of current challenges through the focus group technique. In the second phase, the authors conducted semi-structured interviews with the different managers of the group’s various companies and their departments. These methodological options aim to obtain more specific information on facts, the degree of relevance, validity, and reliability that is analyzed from the perspective of collecting information. Both methods provide elasticity in the approach and depth of the intended analysis, favoring spontaneous responses and the creation of openness to the approach of more complex and delicate topics. Findings. Information technology investments do not automatically bring competitive advantages. It is essential to carry out careful management of the project and carefully analyze the economic and financial viability of the investment. The disruptive changes do not allow errors in investment. So, adopting a methodology that integrates the strategic analysis of the challenges and technical analysis of the assets and respective viability seems critical for the success of digital transformation projects, namely in the publishing sector. Originality / Value / Practical implications. The digital transformation of companies is a current reality. The pandemic has highlighted digital as a factor of sustainability. However, this finding requires the preparation of management and the adoption of appropriate models and instruments. The present work presents a model that organizations can adapt to in a changing context.