Traditional brick-and-mortar firms often struggle on their paths to digital transformation. In this brief playbook, the authors outline the paths of dozens of traditional brick-and-mortar firms as they systematically built integrated, enterprise-wide IT infrastructures, followed by digital offerings – guided by customer insights. Not unlike digital natives Amazon and Google, these firms have expanded revenues and even designed platforms that partners can use to write apps or conduct business.
About the Authors
Jeanne W. Ross is a principal research scientist at the MIT Sloan Center for Information Systems Research. Cynthia M. Beath is a professor emerita of information systems at the McCombs School of Business at UT Austin. Martin Mocker is professor at ESB Business School at Reutlingen University, Germany, and research affiliate at the MIT Sloan Center for Information Systems Research.
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