Success factors of a digital transformation - The impact of a holistic, brand- and competence-oriented approach for established companies in the age of digital change

Abstract

The economy is characterized by the purposeful cooperation of people in organisations based on the division of labour in order to generate value together and is influenced by the framework in which economic activity can unfold. In recent years, increasing digitalization has created new framework conditions for organizations. Many established companies in particular have recognized the necessary change brought about by digitalisation as a key element in securing their future and are striving to successfully transform digitally. However, the reality paints a sobering picture. Around three quarters of all digital transformation projects fail to achieve the desired goals. When analysing the results of various studies on digital transformation in established companies, it is particularly striking that a holistic approach – which enables digital change throughout the entire organization – is often missing, there is a lack of an identity-creating element that gives the transformation orientation and direction and the skills to adapt to digital implications and develop as an entire organisation are hardly available. The results underline the fact that the success of digital transformations is not determined solely by the implementation of new digital technologies, but rather depends on a comprehensive corporate transformation. This must be carefully managed in order to enable the profound penetration of digital change into all areas and dimensions of an organisation and to effectively coordinate the necessary adaptation measures and formats. Against this background, this dissertation aims to identify and analyse the decisive factors for the success of digital transformations in established companies and to derive recommendations for action. In order to do justice to this complex phenomenon, a sequential explorative design is applied. By combining qualitative and quantitative research methods, the work provides deep insights into the complex dynamics and challenges of established companies. In the qualitative phase, the focus is on identifying potential success factors. This phase serves as the basis for the development of hypotheses, which are empirically validated in the subsequent quantitative phase. This methodology makes it possible not only to gain a deeper understanding of the success factors, but also to examine their relevance in different corporate contexts. The research results reveal 25 success factors for a digital transformation and thus provide important insights for science and practice. The study makes an important contribution to the understanding of digital transformation and offers a practical guide for established companies that need to reorient themselves in the face of rapid digital change or are looking for new impetus in the course of their transformation project. The work emphasizes the importance of a holistic and brand-oriented approach and provides a comprehensive framework for competency-based management and the implementation of transformation measures and processes in established companies.