Implicações organizacionais da transformação digital: acentuação de fatores impulsionadores e mitigação dos fatores restritivos no desenvolvimento da proposta de valor e modelos de negócios

Abstract

This study investigates the impact of Digital Transformation (DT) on organizations' Value Proposition (VP) and Business Model (BM), analyzing how the organizational implications of DT can enhance driving factors and mitigate restrictive ones. The research was guided by the central question: "How can the organizational implications of DT enhance driving factors and mitigate restrictive factors in the development of VP and BM in organizations?" The study's objective was achieved through the development of two artifacts: a theoretical framework that connects DT guidelines to the categories impacted by VP and BM, and a practical roadmap that guides the implementation of these guidelines within organizational contexts. Design Science Research (DSR) was used as the methodology, ideal for proposing prescriptive solutions to organizational problems. The use of DSR allowed the development of a theoretical artifact and a practical plan applicable to various digital transformation scenarios. The results demonstrate that DT adoption, besides optimizing internal processes, expands value creation opportunities for both customers and the organization. However, the success of this implementation heavily depends on the alignment between organizational culture and new technologies. Companies that strategically integrate DT can reconfigure their business models to adapt to market dynamics, overcoming barriers such as resistance to change and financial constraints. Thus, this study not only achieved its goal by developing and validating two artifacts — the theoretical framework and the practical roadmap — but also provides significant practical contributions for organizational leaders seeking to implement Digital Transformation in an effective and holistically, aligning the Value Proposition and Business Model within this context.