Digital Strategy — Integrated Approach and Generic Options

The purpose of this paper is to develop an integrated approach for a digital strategy including generic options. Our research is based on our previous contribution in which we have analysed and compared existing approaches on digital strategy. We expanded this research by conducting 13 semi-structured interviews to gain insights from experts on digital strategy (researchers and consultants). We also analysed 10 case studies collected using semi-structured interviews with company representatives. Our findings show that digital strategy, although still in its infancy, is currently a significant topic across several industries. The paper offers an integrated approach for the development of a digital strategy which consists of six phases: external strategic analysis, strategic forecasting, internal strategic analysis, strategic principle, strategic options and strategy formulation. Within the integrated approach we also deliver four generic digital strategies: product provider, service provider, product platform operator and service platform operator.