Pursuing Digital Marketing and Sales Transformation in an Emerging Market: Lessons from India’s Tata Steel

Many articles on digital transformation report on the successes of born-digital pioneers (a.k.a. digital natives) in new, high-tech industries in developed countries (Sebastian et al., 2017). These frequently cited initiatives have critical advantages from the start. Their founders and employees understand, possess, and are passionate about emerging technologies. They are not burdened by significant investments in legacy technologies and investors who seek returns on those assets. Instead, they are able to remain nimble. And because those companies operate in developed countries, they have access to bountiful funding and large markets.