Advertisement

Foster Strategic Orientation in the Digital Age

A Methodic Approach for Guiding SME to a Digital Transformation
  • Manuela Graf
  • Marco Peter
  • Stella Gatziu-Grivas
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 339)

Abstract

The goal of this paper is to demonstrate the need for a structured framework and instrument to support SME in adjusting their organizational strategy to environmental changes in the digital age. Since SME in particular face many challenges transforming their business, a structured and easy to use approach that takes into account the challenges and opportunities of an SME such as limited resources or high flexibility offer a high potential for success. A framework-based method named Transformation Compass extends previous instruments in including all relevant business aspects of an enterprise such as marketing, processes, change management or innovation and allowing a “thinking outside the box” approach while the impacts of the digital age are seen as digital enabler. Combing the different aspects of an enterprise based on basic principles of business management, the instrument is divided into four main building blocks that are Customer Centricity, Business Models, Operational Excellence and Organizational Excellence. Hence, the Transformation Compass serves as a starting point for strategic discussion and possible reorientation of the company.

Keywords

Strategic orientation Digital Transformation Customer Centricity Operational Excellence Business Model Organizational Excellence 

References

  1. 1.
    Parviainen, P., Tihinen, M., Kääriäinen, J., Teppola, S.: Tackling the digitalization challenge: how to benefit from digitalization in practice. Int. J. Inf. Syst. Proj. Manag. 5, 63–77 (2017)Google Scholar
  2. 2.
    El Sawy, O.A., Pereira, F.: Digital business models: review and synthesis. Business Modelling in the Dynamic Digital Space. Springer Briefs in Digital, pp. 13–20 (2013)Google Scholar
  3. 3.
    Peter, M., Gatziu Grivas, S.: An approach to model industry ecosystems - enabling an ecosystem for service platforms. In: ICServ17 – The 5th International Conference on Serviceology, pp. 83–90 (2017)Google Scholar
  4. 4.
    Yeow, A., Soh, C., Hansen, R.: Aligning with new digital strategy: a dynamic capabilities approach. J. Strat. Inf. Syst. 27, 43–58 (2018)CrossRefGoogle Scholar
  5. 5.
    Peter, M., Grivas, S.G.: The need of a framework for the digital transformation of industry ecosystems – handling intercompany collaborative workflows. In: COLLA 2016, The Sixth International Conference on Advanced Collaborative Networks, Systems and Applications, pp. 66–69 (2016)Google Scholar
  6. 6.
    Street, C., Gallupe, B., Baker, J.: Strategic alignment in SMEs: strengthening theoretical foundations. In: Communications of the Association for Information Systems, pp. 420–442 (2017)CrossRefGoogle Scholar
  7. 7.
    Matt, C., Hess, T., Benlian, A.: Digital transformation strategies. In: Business & Information Systems Engineering, pp. 339–343 (2015)CrossRefGoogle Scholar
  8. 8.
    Peter, M.K.: KMU-Transformation: Als KMU die Digitale Tranformation erfolgreich umsetzen. Forschungsresultate und Praxisleitfaden. 1st edn. Marc K. Peter, Olten (2017)Google Scholar
  9. 9.
    Vieru, D., Bourdeau, S., Bernier, A., Yapo, S.: Digital competence: a multi-dimensional conceptualization and a typology in an SME context. In: Proceedings of the Annual Hawaii International Conference on System Sciences, pp. 4681–4690 (2015)Google Scholar
  10. 10.
  11. 11.
    KMU Tag Homepage. http://www.kmu-tag.ch/. Accessed 27 May 2018
  12. 12.
    Cragg, P., Caldeira, M., Ward, J.: Organizational information systems competences in small and medium-sized enterprises. Inform. Manag. 48, 353–363 (2011)CrossRefGoogle Scholar
  13. 13.
    HWZ Homepage. https://fh-hwz.ch/news/digital-switzerland-2017/. Accessed 29 Jan 2018
  14. 14.
    Ashurst, C., Cragg, P., Herring, P.: The role of IT competences in gaining value from e-business: an SME case study. Int. Small Bus. J. 30, 640–658 (2012)CrossRefGoogle Scholar
  15. 15.
  16. 16.
    Hevner, A.R., et al.: Design science in information systems research. MIS Q. 28(1), 75–105 (2004)CrossRefGoogle Scholar
  17. 17.
    Oswald, G., Kleinemeier, M.: Shaping the Digital Enterprise. Springer International Publishing, Cham (2017)CrossRefGoogle Scholar
  18. 18.
    Westerman, G., et al.: Digital transformation: a road-map for billion-dollar organizations. MIT Center for Digital Business and Capgemini Consulting, pp. 1–68 (2011)Google Scholar
  19. 19.
  20. 20.
  21. 21.
  22. 22.
  23. 23.
    Sathananthan, S., et al.: Realizing digital transformation through a digital business model design process. In: 2017 Internet of Things Business Models, Users, and Networks, pp. 1–8 (2017)Google Scholar
  24. 24.
    MIT Sloan Management Review Homepage. https://sloanreview.mit.edu/article/the-nine-elements-of-digital-transformation. Accessed 22 Jan 2018
  25. 25.
    Gimpel, H., Roglinger, M.: Digital transformation: changes and chances—insights based on an empirical study. Project Group Business and Information Systems Engineering (BISE) of the Fraunhofer Institute for Applied Information Technology FIT (2015)Google Scholar
  26. 26.
    Achtenhagen, L., Melin, L., Naldi, L.: Dynamics of business models– strategizing, critical capabilities and activities for sustained value creation. Long Range Plan. 46(6), 427–442 (2013)CrossRefGoogle Scholar
  27. 27.
  28. 28.
    Eckhardt, J., Femmer, H., Vogelsang, A.: An approach for creating sentence patterns for quality requirements. In: 2016 IEEE 24th International Requirements Engineering Conference Workshops, pp. 308–315 (2016)Google Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.University of Applied Sciences and Arts Northwestern SwitzerlandOltenSwitzerland

Personalised recommendations