Strategic Digital Transformation: A Results-driven Approach

Emerging technologies are having a profound impact upon individuals and organisations. The “always on” attitude that digital technologies encourage brings an equal mix of benefits and challenges. The ready availability of digital technology has transformed the way we live, learn, play and interact – but how a business can turn the tools into an economic and organisational advantage is not always clear.

This new edition of Strategic Digital Transformation enables students and business leaders to take a strategic and sustainable approach to realising the value of digital technologies. It offers results-driven solutions that successfully transform organisations into data-driven, people-focused businesses capable of sustainably competing at a global level. These solutions are significantly shaped by the need for organisational digital maturity, high levels of digital and cultural interoperability and the purposeful application of AI. With four key areas of focus, the material moves through understanding digital business to planning, implementing and assessing digital transformation. The current challenges facing all small organisations, including limited resources, financial pressures and the lack of dedicated IT departments, are explored. The authors consider the ways in which innovation can increase competitive advantage, how innovative business models can create new opportunities and how a data-driven perspective can release embedded value within the organisation. Contemporary international case studies and examples throughout each chapter bridge theory with practical application and systematically document the patterns of activities that enable success. All chapters have been completely revised and updated to reflect advances in technology and to highlight the social and economic consequences of digital transformation.

This textbook is a vital resource for postgraduate and undergraduate students of digital business, innovation and transformation. By showing how to initiate digital transformation across an organisation, it will prepare business owners, directors and management of small- and medium-sized businesses to take strategic advantage of new and emerging technologies to stay ahead of their competition.

Alex Fenton is an Associate Professor of Digital Transformation at the University of Chester and Associate Dean for International in the Faculty of Science, Business and Enterprise. With over 25 years of experience in digital development, he has held leadership roles in academic and industry settings, including Head of the Centre for Professional and Economic Development and Digital Business academic at Salford University. He has received multiple awards, including a European Search Award, Vice Chancellor’s Teaching Awards, and a Big Chip Award. Dr. Fenton's research focuses on digital marketing, netnography, digital transformation, and sports, particularly in the context of social media communications. He has worked with English Premier League football clubs and top rugby teams and has secured funding for various projects, including the Nesta Healthier Lives Data Fund. He is a published author for top journals and publishers. Dr. Fenton also has strong international connections, having been a visiting professor in India, Brazil and China, and regularly collaborates on global research projects.

Gordon Fletcher is Associate Dean Research and Innovation and Associate Professor of Digital Transformation at Salford Business School, UK. Gordon’s research focuses on examples and experiences of digital business, culture and practice. Gordon has previously published work around conflict with online finance communities, economies of virtual game worlds as well as management and visualisation. Gordon's current interests are focused on the digital transformation of research practice itself through the careful and ethical application of artificial intelligence tools.

Marie Griffiths is Professor of Digital Technologies in Organisations at Salford Business School. Marie's area's are in digital business, digital transformation, and the societal impact of emerging technologies. She also works on live projects, ensuring practical industry engagement. Marie has recently developed a Master’s program in Managing AI in Business, and she has a wealth of experience supporting the postgraduate research (PGR) community. Beyond academia, she serves as a trustee for a homelessness charity, demonstrating her passion for social impact.

Aleksej Heinze is a Senior Professor in Digital Marketing at KEDGE Business School in France. His research over the last decades has focused on the use of digital technologies for the benefit of organisations. One of his latest projects is part of an international consortium examining digital transformation in the fight against corruption as part of the BRIDGEGAP European project. Aleksej is also a regular judge at the European and Global Search Awards.

Ana Cruz is a multiple award-winning marketer with over 20 years of international experience. Her expertise encompasses digital marketing, brand strategy, marketing, product and service design across diverse sectors, including private, non-profit, construction, packaging, events, sustainability, services, and education. Dr. Cruz is an Associate Professor at City College, University of York Europe Campus. She has served as a judge for the GOMAC (Global Online Marketing Challenge) and the Construction Marketing Awards in the UK. Dr. Cruz is also a co-editor of the book, Digital and Social Media Marketing: A Results Driven Approach.