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Digitising Miles and Snow: using cluster analysis to empirically derive digital business strategy types
Osnabrueck Univ, Technol & Innovat Management, Osnabruck, Germany.
Osnabrueck Univ, Technol & Innovat Management, Osnabruck, Germany.
Malmö University, Faculty of Technology and Society (TS), Department of Computer Science and Media Technology (DVMT). Malmö University, Data Society.ORCID iD: 0000-0002-3488-708X
2024 (English)In: Technology Analysis & Strategic Management, ISSN 0953-7325, E-ISSN 1465-3990, Vol. 36, no 11, p. 3922-3935Article in journal (Refereed) Published
Abstract [en]

Digitisation is among the macro-trends that significantly influence the business world in the twenty-first century. Firms striving to succeed in this environment must develop new strategic approaches. The accelerating development of information technology (IT) drives digitisation. Therefore, IT and business strategies must be integrated. In this context, the information systems literature promotes the concept of digital business strategies (DBSs), reflecting a fusion between IT and business strategies. However, knowledge of the types and characteristics of such DBSs is currently scarce. Therefore, we developed a conceptually and empirically grounded typology of DBS based on the well-known business strategy classification by Miles and Snow (1978). Using a dataset comprising 192 firms worldwide, we conducted a cluster analysis, identified basic types of DBS, and evaluated their effects on firm performance. Moreover, we identified four types of DBS: non-digital reactor, analyser, digital opportunist, and digital producer. The study contributes to a better understanding of new business strategy concepts in the digitisation context.

Place, publisher, year, edition, pages
Routledge, 2024. Vol. 36, no 11, p. 3922-3935
Keywords [en]
Digitisation, business strategy, firm performance, cluster analysis
National Category
Information Systems, Social aspects Business Administration
Identifiers
URN: urn:nbn:se:mau:diva-61882DOI: 10.1080/09537325.2023.2234508ISI: 001033829600001Scopus ID: 2-s2.0-85165515753OAI: oai:DiVA.org:mau-61882DiVA, id: diva2:1788266
Available from: 2023-08-16 Created: 2023-08-16 Last updated: 2024-10-28Bibliographically approved

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Packmohr, Sven

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