What is digital transformation? Investigating the metaphorical meaning of digital transformation and why it matters

Abstract

PurposeThis study used a visual research approach to investigate how small business (SB) entrepreneurs in Nigeria, a low-income country, perceive digital transformation (DT). The study aims to improve and broaden the understanding of DT by uncovering its metaphors. Making metaphorical sense of DT will increase its knowledge among populations who are unfamiliar with digital technology concepts, as well as communicating and collaborating with them to develop future research and strategies on the subject of DT. This study is significant because scholars have paid little attention to social imaginations of DT depicted through metaphors, more so when considered from a worldview of SBs in low-income countries.Design/methodology/approachThe uniqueness of the research objective motivated the use of social theory to frame the research approach, and picture-elicitation techniques to drive data collection through in-depth interviews with 17 SB entrepreneurs and business owners in Nigeria. Data were analyzed using a content analysis procedure known as metaphor analysis.FindingsThe study revealed three metaphors of DT: a drama, a war and a pregnant elephant. A triangulation of the metaphors with English lexicon, extant literature and interview excerpts supported the war and drama perceptions of DT but opposed “DT as a pregnant elephant.”Practical implicationsIt argued that the social perception of DT can improve the sustainable, purposeful and successful execution of DT strategies for SB DT. As a result, this study pushes the boundaries of DT, particularly for SB entrepreneurs in low-income countries.Social implicationsMetaphors pervade our daily lives, not only in our language and communications, but also in how we think and act; as such, they can play an important role in understanding and implementing DT, a concept that has received little attention in the SB settings.Originality/valueThis is one of the first empirical studies to figuratively explain DT and its implications for literature and practice in SB entrepreneurship and information systems domains.

Organizational digital transformation: from evolution to future trends

“…In an era defined by rapid technological advancements and the digitization of nearly every aspect of human existence, the concept of digital transformation has emerged as a clarion call for organizations seeking to remain relevant and competitive (Owoseni, 2023;Walter, 2023;Fitzgerald et al, 2014). As we embark on the journey of Navigating the Realm of Organizational Digital Transformation, it becomes imperative to delve into the historical underpinnings and the transformative journey that has brought us to the present digital landscape.…”

“…Artificial Intelligence (AI) and Machine Learning (ML) will play a central role, as they become increasingly intertwined with organizational processes. The fusion of data analytics and artificial intelligence will enable organizations to make augmented decisions, revolutionizing their strategies and operations (Owoseni, 2023). Hyper-Personalization and Customization will gain prominence, as advanced analytics and artificial intelligence empower organizations to tailor their offerings with remarkable precision, creating deeply resonant experiences for customers (Jain, Paul, & Shrivastava, 2021).…”

“…In the rapidly evolving landscape of modern business, the winds of change are often driven by the relentless march of digital innovation (Omol, Mburu, & Abuonji, 2023; Owoseni, 2023; Van Veldhoven & Vanthienen, 2023). The advent of digital technologies has ushered in a new era, compelling organizations of all sizes and industries to embark on transformative journeys (Volberda, Khanagha, Baden-Fuller, Mihalache, & Birkinshaw, 2021; Walter, 2023).…”

“…In an era defined by rapid technological advancements and the digitization of nearly every aspect of human existence, the concept of digital transformation has emerged as a clarion call for organizations seeking to remain relevant and competitive (Owoseni, 2023; Walter, 2023; Fitzgerald et al. , 2014).…”