Creating Value in Digital Era Through Operations Strategy

Although many organizations are “digitalized”, they often require a more holistic approach to digital transformation. In this context, the literature lacks scientific development regarding the implications of digital transformation for generating value for customers. This paper seeks a greater understanding of the development of digital transformation operations strategies, aiming to make them clearer, more systematized, and consolidated. Starting from the conceptual model, this study operationalizes value innovation flow by establishing the understanding, correlation, and integration of value dimensions (value proposition, creation, delivery, and capture). Refinement through interviews with experts allowed the incorporation of important elements in implementing a digital transformation strategy, thus supporting the necessary sociocultural change. This paper meets its objective by defining an instrumented framework for determining the digital transformation operations strategy, which is understood by the academic and market experts interviewed as easy to apply, replicate, viable, and useful.