Steering Digital Transformation: An Iterative Landscape Approach

ABSTRACT Digital transformation (DT) is in the limelight of organisations and society. However, it is challenging to steer a DT endeavour, which is also difficult to assess because of its complex nature. Instead of focusing solely on the typical end result of DT, we propose using a DT landscape approach. This approach considers the dynamic equilibrium of five dimensions—DT objectives, technology implementation, DT key matrices, DT complexity, and DT overall maturity—in a synergistic and iterative way, allowing organisations to effectively navigate the DT journey. Considering changes in one dimension create ripple effects on the others, steering a long journey of transformation requires iterative use of the DT landscape. Via a showcase, we demonstrate that overseeing the landscape and assessing the organisation's position in the DT trajectory helps management determine whether the organisation is ready to take the next steps. These five dimensions in conjunction assist top leadership steering the DT journey in their organisations. Key findings, implications, and conclusions are provided according to this perspective of DT landscape.