Analysis reveals how continuous transformation meets rising customer expectations, suggesting a shift to adaptive business models.
Over the past decade, much of what was called ‘business transformation’ has been synonymous with digitalisation, reorganisations and efficiency drives. Today, that model is reaching its limits. With customer expectations rising, AI-first initiatives accelerating and industry boundaries dissolving, transformation itself is being transformed. The days of episodic, top-down initiatives are giving way to transformation as a constant operating state – continuous, adaptive, collaborative and purpose-led.
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Bau et al. (2025) studied this question.
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