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Working Paper: Participant Report

How Companies Use Digital Technologies to Enhance Customer Offerings—Summary of Survey Findings

To compete in the digital economy, companies must take advantage of the opportunities of digital technologies by delivering new, digital offerings.
By Martin Mocker, Jeanne W. Ross, and Cynthia M. Beath
PARTICIPANT REPORT

A report for research project participants with detailed methodology, analysis, findings, and references

Abstract

MIT CISR research suggests that to compete in the digital economy, established companies must take advantage of the opportunities of digital technologies by delivering new, digital offerings. In the summer of 2018, we surveyed digital, business, and technology executives at one hundred fifty big companies to learn the extent to which established companies were developing digital offerings: customer solutions that leverage the capabilities of digital technologies. We also asked about the organizational capabilities, in the form of five building blocks of digital transformation, that these companies were developing to help them succeed with their offerings. The five organizational building blocks are an operational backbone, a digital platform, an external developer platform, shared customer insights, and an accountability framework. This report details the findings from the survey.

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About the Authors

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Martin Mocker, MIT Sloan Center for Information Systems Research (CISR)

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Jeanne W. Ross, MIT Sloan Center for Information Systems Research (CISR)

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Cynthia M. Beath, University of Texas at Austin

MIT SLOAN CENTER FOR INFORMATION SYSTEMS RESEARCH 

Founded in 1974 and grounded in the MIT tradition of rigorous field-based research, MIT CISR helps executives meet the challenge of leading dynamic, global, and information-intensive organizations. Through research, teaching, and events, the center stimulates interaction among scholars, students, and practitioners. More than ninety firms sponsor our work and participate in our consortium. 

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