The Impact of Digital Transformation on Business Strategy

Abstract

The concept of digital transformation (DT) has garnered significant interest from researchers specialising in management and organisational studies over the course of the last ten years. Moreover, there is a growing interest among corporations in utilising digital technology (DT) as a means to gain a competitive edge. However, there is a limited amount of research available on the consequences of decision tree (DT) analysis. Hence, this empirical study aimed to examine the impact of digital transformation on the performance of firms. This was achieved by categorising the necessary competencies for implementing digital transformation, focusing on customer experience and IT innovation. In order to flourish in the current era of digitalisation, it is imperative for organisations to possess qualities such as agility, adaptability, and forward-thinking. These attributes should be accompanied by a strong emphasis on leveraging technology to effectively pursue their goals and vision. This study aims to examine the impact of the digital revolution on organisational strategy in greater detail, offering valuable insights and techniques for effectively navigating the ever-shifting digital environment. The study's findings indicate that digital transformation, customer experience, and IT innovation have a favourable impact on a firm's performance, with customer experience demonstrating the most significant effect.