Digital transformation in sales as an evolutionary process

Abstract

Most companies are working on their digital transformation and thus on their digital transformation of sales. Despite enormous transformation efforts, the positive productivity effects seem to be missing. As this research paper will show, the reasons are given in a limited knowledge about the main success factors of digital transformation as well as a missing understanding of the digital transformation as an evolutionary process. Based on the newly developed market-oriented transformation model, management implications as well as future research directions are derived for a more focused digital transformation process in sales.

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