Continuous Digital Transformation:A Confluence Between a Malleable Organization and Constantly Emerging Digitization

This paper describes a 15-year longitudinal study of a serious-game product development company that emerged through many digital transformations: From building classical board games for training, to providing a game-playing platform, to using GenAI to build games within the platform. The analysis reveals a confluence of change involving continuous environmental turbulence, IT system innovation, and agile organizational capabilities. In our case, survival involves a malleable organizational design: one that is easily influenced and readily changed. From this case, we find a continuous organizational improvement process that is a practice of struggling with tightly coupled encounters between organizational redesign in the face of environmental turbulence and IT innovations. This finding suggests that digital transformation is continuous rather than unique: a state of being rather than a transition between phases