Toward Achieving the Core Goals of Digital Business Transformation: A Preliminary Study

Abstract

Many businesses are going through digital business transformation (DBT) in order to keep ahead of market, optimize customer experience, and reach business targets. The process of digital business transformation is complex as it involves multiple key elements such as stakeholders, business objectives, technology, and strategies. In addition, all specific and temporary goals, and business models have to be aligned with the key goals of the DBT. One of the risks organizations face during the transformation process is focusing on short-term solutions and failing to consider their impacts on the transformation core goals. In this study, we propose a goal-oriented model that provides a shared and holistic understanding of the DBT context, and captures its essential high-level goals and key elements. Moreover, the DBT goal model supports business owners in the selection of transformation strategies based on an organization's digital readiness, and the achievements of both short-term goals as well as the core goals of DBT. The DBT goal model was build based on literature analysis and experts validation. We exploit the Goal-oriented Requirement Language (GRL) to model and analyze the context using jUCMNave tool. The validity of the DBT goal model was assessed by domain experts and business owners, and its effectiveness is demonstrated through an illustrative example.