Sustainable digital transformation for ambidextrous digital firms: systematic literature review, meta-analysis and agenda for future research directions

The study examines sustainable digital transformation aspects, comprehensively unpack their nature and implications to digital marketing firms’ ambidexterity. Sustainable digital transformation building blocks are discussed in detail. It further identifies and delineates sustainable growth strategies for digital marketing firms in order to successfully transform digitally. Business Model Theory (BMT) has been used as the theory informing the current study and is based on the PRISMA methodology. Sustainable digital transformation is influenced by a variety of factors and as a process, it is triggered by digital disruption which forces digital firms to seek for value creation and structural changes. Systematic literature review period was from January 2012 to April 2022 (ten year time gap). A conceptual modelling framework has been developed for future research to test and validate its applicability and relevancy to similar studies to the current one. Future researchers are encouraged to consider alternative methodologies to examine sustainable digital transformation within a longitudinal research design.