
Orchestrating Digital Business Transformation
The Global Center for Digital Business Transformation is turning its research lens to a different set of questions that are top-of-mind for the hundreds of senior executives with whom we have engaged:
- How should we execute our digital transformation?
- Where do we start?
- What is the sequencing of actions?
- And in different areas of the business, what precisely should we change, and to what extent?
To address these questions, we are launching a new research project we refer to as “Digital Orchestra.” Just as conceiving of digital disruption as a vortex helped us explain how disruption changes the nature of competition, the analogy of an orchestra illustrates how to execute a digital transformation.
Orchestrating Digital Business Success
To thrive amid digital disruption, a company’s executives must answer fundamental questions about the value they want to create – and their strategic options for getting there. By answering these questions, they set the strategic direction, the execution of which will require significant changes across many aspects of the business. These parts of the business – the company’s operating model – constitute the “orchestra.”
To learn more about the Digital Orchestra, read the full report.
Research Information & Knowledge Hub for additional information on IMD publications

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With most digital transformation initiatives ending in failure, we explore the formula behind Coca-Cola Eurasia and Middle East’s success.
Case B describes the unprecedented challenges faced by CO-RO in 2020. The implementation of the sugar tax in its largest Middle Eastern market led to a near 50% volume drop in CO-RO’s sales, and Covid-19 lockdowns impacted the Asia-Pacific (APAC) ...
The CO-RO Group is a manufacturer of fruit-based still drinks, concentrates and ambient ice (home-freeze popsicles) headquartered in Denmark. Although production takes place in Denmark, most of its products are sold internationally, with the compa...
The case explores TBC Bank Group’s remarkable journey from a small Georgian bank to a regional leader in digital financial services across Central Asia. Founded in 1992 with just US$500 in initial capital, TBC evolved into Georgia’s largest financ...
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
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Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications