Digital Business Strategy: An Investigation of Generic Types, Performance Implications, and Path Dependence

In an ever more digitized world, it necessary to embed digital technology in business strategy, leading to an overarching phenomenon called the digital business strategy. Accordingly, this thesis sets out to advance the understanding, the digital business strategy concept in general as well as its influence on a company’s performance.
At the same time, incumbents are often constrained by path dependencies and inertia as executives tend to make use of prior experiences and favor strategic choices they are familiar with over unfamiliar As a consequence, companies may stick to a specific path which restrains transformational change. Accordingly, the study elucidates the ongoing digital transformation as it manifests itself in the evolution of incumbents’ digital business strategies.
In addition, this thesis seeks to derive important implications for business practice, as it helps practitioners to develop a better understanding of digital business strategies, especially considering that digitalization challenges the conventional wisdom of competition. This is particularly important, as with increasing digitalization, tightly integrated digital business strategies will be among the biggest determinants of a company’s future success.