Digital Business Transformation Framework: Mavens Studio Case Study

ABSTRACT

Digital business transformation is the use of technology that creates new business models, processes, software, and systems to generate increased revenue, competitive advantage, and efficiency of an Organisation. The emergence of digital business transformation is triggered by dynamic market changes and changes in consumer behavior in the use of technology and is triggered by the Coronavirus Disease 19 (Covid-19) pandemic. The impact of factors mentioned above affects medium-sized enterprises, in this case, the creative agency that is the research object. To assist creative agencies in maintaining their business, a guideline in the form of a digital business transformation framework is needed because there has not been a framework that can provide measurable guidance for digital business transformation in the sector. Researchers developed this framework using Design Science Research Methodology (DSRM). Evaluation of the proposed framework using a questionnaire with internal company respondents resulted that the aspect of people stating that 92% helped the digital business transformation in the scope of people's involvement in it. However, there was a percentage of 8% stated that they had not measurably minimized the impact of the change. While the results of the technology aspect stated that 100% had been able to help form a technology change team. Finally, the results of the process aspect stated that 100% had been able to explain and achieve the company's KPIs. The conclusion is that all of these aspects have digital business transformations, and the proposed framework can be used as a guide to influence in a structured and measurable way. © 2022 IEEE.