Embracing Digital TechnologyA New Strategic ImperativeBy Michael Fitzgerald, Nina Kruschwitz, Didier Bonnet and Michael WelchFINDINGS FROM THE 2013 DIGITAL TRANSFORMATION GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECTIn collaboration withRESEARCH REPORT2013
Copyright © 2013. Massachusetts Institute of Technology. All rights reserved.For more information on permission to distribute or post articles, visit our website FAQ page CUSTOMER SERVICEEmail: [email protected]Phone: 617-253-7170AUTHORSMICHAEL FITZGERALDis the Digital Transfor-mation contributing editor at MIT Sloan Management Re-view, covering the challenges that tradi-tional companies face as they adopt emerging technologies. He can be reached at [email protected]mffitzgerald.comNINA KRUSCHWITZis the managing editor and special projects manager at MIT Sloan Management Review, which brings ideas from the world of thinkers to the execu-tives and managers who use them. She can be reached at [email protected]DIDIER BONNETis a senior vice president and global practice leader at Capgemini Consulting. He can be reached at [email protected] capgemini.comMICHAEL WELCHis a managing consultant at Capgemini Consulting and visiting scientist at MIT’s Center for Digital Business. He can be reached at [email protected] capgemini.comLori Beers, Wellpoint;Jon Bidwell, Chubb Insurance; Adam Brotman, Starbucks; Curt Garner, Starbucks; David Kiron, MIT Sloan Management Review; Andrew McAfee, MIT Center for Digital Business; Mark Norman, Zipcar; William Ruh, General Electric; Kimberly Stevenson, Intel; George Westerman, MIT Center for Digital Business.ACKNOWLEDGMENTS
SLOANREVIEW.MIT.EDU EMBRACING DIGITAL TECHNOLOGY• MIT SLOAN MANAGEMENT REVIEW1CONTENTSRESEARCH REPORT 20132 / Executive Summary3 / Introduction•Brewing Up Change at Starbucks•About the Research3 / Digital Immaturity: A Wide-spread Problem•The Digital Imperative•Technology Everywhere5 / The Benefits of Digital Transformation6 / The Trouble with Digital Transformation•Leadership: Defining the AgendaLack of urgencyThe vision thingPicking a direction8 / Institutional ChallengesAttitudes of older workersLegacy technologyInnovation fatiguePoliticsSIDEBAR:Intel Gets Urgent10 / Executing the Change•Making a Case for Digital Transformation•Incentives12 /Conclusion
Executive SummaryCompanies routinely invest in technology, and too often feel they get routine results. Technology’s promise is not simply to automate processes, but to open routes to new ways of doing business. To better understand how businesses succeed or fail in using digital technology to improve business per-formance, MIT Sloan Management Reviewand Capgemini Consulting conducted a survey in 2013 that garnered responses from 1,559 executives and managers in a wide range of industries. Their responses clearly show that managers believe in the ability of technology to bring transformative change to business. But they also feel frustrated with how hard it is to get great results from new technology.
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