Digital strategy: Purpose, positioning and process of development

Recent technological advances and the consequent social and economic changes present new opportunities and threats to organisations in various industries and have disrupted traditional business models, prompting the need for entities to adopt digital strategies to survive, compete, and/or operate effectively in a digital world. This research explores the purpose, positioning and the process of developing digital strategies. This seems to be the first study to investigate qualitatively the various conceptions of digital strategy. Additionally, an adapted design-led innovation framework is proposed to aid practitioners in digital strategy derivation