Three Essays on Digital Transformation

Abstract

This thesis explores the multidimensional nature of strategic positioning within the context of digital transformation (DT), addressing critical gaps in the literature through an integrated, three-paper approach. While DT has been widely studied as a technological or strategic phenomenon, existing research often neglects its multidimensional complexity and the central role of strategic positioning in aligning organizational imperatives with external demands. This thesis bridges these gaps by critically examining the theoretical foundations of DT, developing an integrative framework for understanding its key imperatives, and empirically investigating how firms communicate their strategic positioning. The first paper employs a problematization review to interrogate assumptions in DT literature across information systems, strategy, and organizational theory, uncovering five key research trajectories. By challenging the “in-house” and “field” assumptions underpinning these trajectories, the paper sets a theoretical foundation for a more integrated understanding of DT. The second paper develops a conceptual framework that positions strategy, technology, and identity as critical imperatives for DT. Using Kodak as a case study, it illustrates how misalignment among these imperatives leads to organizational failure. The third paper takes an empirical approach, combining panel data set analysis and machine learning techniques to examine how firms communicate their strategic positioning through narratives, revealing when and why firms convey their uniqueness through organizational narratives. Together, these studies advance DT theory by emphasizing the centrality of strategic positioning as both an organizing logic and a communicative strategy, providing actionable insights for organizations navigating transformation in dynamic environments.

Date of Award	23 Apr 2025
Original language	English
Awarding Institution	The University of Manchester
Supervisor	Karl Täuscher (Supervisor), Panos Constantinides (Supervisor) & Nikolay Mehandjiev (Supervisor)