When It Takes Three to Tango in the Digital Transformation Age: Synergies between Digital Orientation, Change Commitment and Organizational Agility

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Research is inconclusive about the drivers of digital transformation. Drawing on the awareness-motivation-capability (A–M–C) framework, this study proposes a framework of three key drivers: digital orientation, change commitment and organizational agility, which jointly and synergistically support digital transformation. Survey data from 235 Dutch firms support our theory and indicate that organizational agility can only have a positive influence on digital transformation when digital orientation and change commitment are present. This study extends our understanding of the drivers of digital transformation and challenges a sole focus on agility in past research.
Original languageEnglish
Title of host publicationInternational Conference on Information Systems Proceedings
PublisherAssociation for Information Systems (AIS)
Number of pages9
ISBN (Print)978-1-7336325-5-3
Publication statusPublished - 2020
EventInternational Conference on Information Systems 2019 - Munich, Germany
Duration: 15-Dec-201918-Dec-2019


ConferenceInternational Conference on Information Systems 2019


  • digital orientation
  • change commitment
  • organizational agility
  • awareness-motivation-capability
  • synergy
  • digital transformation

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