Digital transformation of business model in manufacturing companies: challenges and research agenda

Abstract

Purpose

The challenges of digital transformation (DT) have gained attention from both academics and practitioners, as more manufacturing companies are seeking digital technology implementation. This study, therefore, aims to identify the challenges of DT in manufacturing companies and propose new research directions.

Design/methodology/approach

A systematic literature review considering 176 articles (published between 2003 and 2019) was used to build a conceptual framework of DT.

Findings

A systematized view of challenges regarding organizational commitment, value creation, value proposition, value delivery, value capture, information and technology infrastructure and data security were identified. Moreover, a conceptual framework was developed to summarize the challenges and how they are associated with the business model value architecture and with the DT phases. Research opportunities for future research were also identified, contributing to the advancement of the topic.

Originality/value

First, the study provides a categorization of the main challenges of DT in manufacturing companies. Second, it identifies research gaps and future research avenues; and finally, it proposes a conceptual framework that aims to support more rigorous studies and guide management decisions regarding an integrative understanding of DT.

Citation

Favoretto, C., Mendes, G.H.d.S., Filho, M.G., Gouvea de Oliveira, M. and Ganga, G.M.D. (2022), "Digital transformation of business model in manufacturing companies: challenges and research agenda", Journal of Business & Industrial Marketing, Vol. 37 No. 4, pp. 748-767. https://doi.org/10.1108/JBIM-10-2020-0477