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Digital orientation: Conceptualization and operationalization of a new strategic orientation

Bastian Kindermann, Sebastian Beutel, Gonzalo Garcia de Lomana, Steffen Strese, David Bendig, Malte Brettel

Digital technologies such as artificial intelligence, robotics, or cloud computing are of strategic importance for the value creation of companies. However, research has so far provided little insight into how a firm’s strategic orientation towards such technologies can be explained and measured. The study now published in the European Management Journal integrates recent digitalization themes with IT business alignment research and presents the novel concept of a firm's "digital orientation". Based on 6,498 letters-to-shareholders from US companies over a period of 16 years, a research project conducted by Prof. Dr. Steffen Strese and Dr. Bastian Kindermann (both TU Dortmund University) together with researchers from RWTH Aachen University and WWU Münster developed a new measurement instrument.

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