Corporate Transformation Orchestration (CTxo): Prescriptive Literature the Non-Digital-Native Companies Need Throughout Their Transformation Journey

In response to disruptions, non-digital-native companies embark on corporate transformation journeys. Research done indicate that most companies fail to survive such journeys. So, why success varies among companies, potentially costing the global economy trillions of dollars? My hypothesis is that those who orchestrate the three components of a corporate transformation (Business model transformation, Digital enabled transformation, and Organizational transformation) are more successful in their transformation journey compared to companies who don’t. By conducting a case study research of twenty transforming non-digital-native companies based in the US and EU, I validated my hypothesis and developed a prescriptive orchestration framework that allows non-digital-native companies not only successfully navigate their corporate transformation journey but also switch their transformation to always-on.