Digital Transformation Normalization: Using Managerial Actions to Effectively Execute Digital Business Strategy

Technological developments are challenging incumbent organizations’ business models, increasing the need for the Top Management Teams (TMT) to initiate a Digital Transformation (DT). This requires a Digital Business Strategy (DBS), which is executed using Managerial Actions (MAs). However, DT success is low, and MAs do not address the complexity and digital leadership skills required to execute the DBS and embed DT into the organization (DT Normalization). To explore these MAs in the context of DBS execution and DT Normalization, we conducted seven in-depth case studies of Dutch incumbent firms in the process of implementing a DBS across a range of industries. Our findings identified eight granular Digital Managerial Dimensions (DMDs), and we have related them to the previously identified MAs. We also related the DMDs to DT Normalization, providing pathways from DBS execution to DT Normalization. Our research contributes to the TMT’s role in guiding the organization through DBS implementation.