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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 CENTER FOR INFORMATION SYSTEMS RESEARCH (CISR)

Founded in 1974 and grounded in MIT's tradition of combining academic knowledge and practical purpose, MIT CISR helps executives meet the challenge of leading increasingly digital and data-driven organizations. We work directly with digital leaders, executives, and boards to develop our insights. Our consortium forms a global community that comprises more than seventy-five organizations.

MIT CISR Patrons
AlixPartners
Avanade
Axway, Inc.
Collibra
IFS
Pegasystems Inc.
The Ogilvy Group
MIT CISR Sponsors
Alcon Vision
Allstate Insurance Company
Amcor
ANZ Banking Group (Australia)
AustralianSuper
Banco Bradesco S.A. (Brazil)
Banco do Brasil S.A.
Bank of Queensland (Australia)
Barclays (UK)
BlueScope Steel (Australia)
BNP Paribas (France)
Bupa
CarMax
Caterpillar, Inc.
Cemex (Mexico)
Cencora
Cochlear Limited (Australia)
Commonwealth Superannuation Corp. (Australia)
Cuscal Limited (Australia)
CVS Health
Dawn Foods
DBS Bank Ltd. (Singapore)
Doosan Corporation (Korea)
Fidelity Investments
Fomento Economico Mexicano, S.A.B., de C.V.
Fortum (Finland)
Genentech
Gilbane Building Co.
Johnson & Johnson (J&J)
Kaiser Permanente
King & Wood Mallesons (Australia)
Koç Holding (Turkey)
Mercer
Nasdaq, Inc.
NN Insurance Eurasia NV
Nomura Holdings, Inc. (Japan)
Nomura Research Institute, Ltd. Systems Consulting Division (Japan)
Novo Nordisk A/S (Denmark)
OCP Group
Pacific Life Insurance Company
Posten Bring AS (Norway)
Principal Life Insurance Company
QBE
Ramsay Health Care (Australia)
Raytheon Technologies
Scentre Group Limited (Australia)
Schneider Electric Industries SAS (France)
Stockland (Australia)
Tabcorp Holdings (Australia)
Telstra Limited (Australia)
Terumo Corporation (Japan)
Tetra Pak (Sweden)
Truist Financial Corporation
UniSuper Management Pty Ltd (Australia)
Uniting (Australia)
USAA
Webster Bank, N.A.
Westpac Banking Corporation (Australia)
WestRock Company
Wolters Kluwer
Xenco Medical
Zoetis Services LLC

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MIT CISR wishes to thank all of our associate members for their support and contributions.

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