Achieving Stakeholder Alignment in Digital Transformation: A Frame Transformation Perspective

Digital transformation (DT) offers organizations the opportunity for operational and strategic innovation, leading to increased efficiencies and transformative changes. However, successfully implementing DT initiatives requires collaboration among diverse stakeholders with varying perspectives, motivations, and capabilities. This study explores how stakeholders frame the DT process to achieve alignment and implement DT initiatives. Drawing upon the concepts of frames and frame alignment mechanisms, the study examines how stakeholders strategically influence each other’s interpretations through frame alignment mechanisms. A case study of a council-wide DT initiative in an Australian city council was conducted to analyze stakeholders' strategic alignment efforts. The findings reveal differing interpretations of the DT process among stakeholders and the strategic efforts to align the various interpretations through a frame transformation of planning, implementation, and communication frames. Based on the findings, a process model for achieving alignment in DT initiatives is proposed, capturing the dynamic nature of frames and their interactions. This study contributes to the understanding of stakeholder dynamics and strategic framing in the context of DT initiatives.