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Digital Metamorphosis of the Organizations: Myth or Reality?

Author

Listed:
  • Isabelle Aimé

    (IPAG Business School)

  • Fabienne Berger-Remy

    (IAE Paris - Sorbonne Business School)

  • Marie-Eve Laporte

    (IAE Paris - Sorbonne Business School)

Abstract

Many discourses predict a radical transformation of organizations in the digital age. Thus, this article aims to dig further into a phenomenon that is akin to a management fashion (Abrahamson, 1996). This research focuses on the marketing function which, along with other professions dealing with business intelligence, is particularly touched by the digital transformation. A qualitative thematic study was therefore conducted including 16 in-depth interviews of experts – high level consultants and specialists in digital marketing transformation –, and 12 conferences. From that, three digital transformation processes are revealed and described in details: the patch strategy, the transplant strategy, and the metamorphosis strategy. Different scenarios are also considered for the evolution of the marketing organization, depending on whether the focus is (1) more on expertise or integration of responsibilities, and (2) more on the customer journey (customer centricity) or brand management (brand centricity).

Suggested Citation

  • Isabelle Aimé & Fabienne Berger-Remy & Marie-Eve Laporte, 2019. "Digital Metamorphosis of the Organizations: Myth or Reality?," Post-Print hal-02472038, HAL.
    • Handle: RePEc:hal:journl:hal-02472038
    as

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