Spanaki, Konstantina, Zissis, Dimitris, Papadopoulos, Thanos, Li, Feng (2023) The transformation of digital strategy and value creation in omnichannel organisations: The case of the gambling industry. European Journal of Information Systems, . ISSN 0960-085X. (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:103801)
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Language: English Restricted to Repository staff only until 18 November 2024.
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Abstract
Digital transformation strategy (DTS) involves redesigning various organisational operations to encompass digital technologies and achieve business objectives. In this study, we explored digital strategy and value creation shifts in omnichannel organisations that aimed to deliver seamless online and on-premises (dual-mode) customer experiences. Using comprehensive data on the gambling industry, we focused on the long-term effects of dynamic relationships among multiple DTS events over time. Building on digital strategy and value-creation theory, we observed and analysed organisational changes linked to technological shifts in omnichannel organisations during turbulent times and disruptions. Herein, we discuss the balance between online and on-premises service channels in terms of a DTS pathway, viewing it as a dual-mode value-creation process. By exploring this dual-mode value-creation process, we contribute to DTS theory and omnichannel operations. Furthermore, we enhance theory by unveiling the impact of shifting digital strategy perspectives on the transformation of omnichannel organisations in dynamic and disruptive business environments. We also present strategic propositions for planning and realising DTS requirements for omnichannel service providers in a broad context.
Item Type: | Article |
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Uncontrolled keywords: | digital transformation strategy, value creation process, omnichannel, exploratory, research, gambling industry |
Subjects: | H Social Sciences |
Divisions: | Divisions > Kent Business School - Division > Department of Analytics, Operations and Systems |
Funders: | University of Kent (https://ror.org/00xkeyj56) |
Depositing User: | Thanos Papadopoulos |
Date Deposited: | 14 Nov 2023 10:57 UTC |
Last Modified: | 07 Mar 2024 13:02 UTC |
Resource URI: | https://kar.kent.ac.uk/id/eprint/103801 (The current URI for this page, for reference purposes) |
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