In a case study in the Harvard Business Manager of January 2020, author Heiko Gebauer, project manager of the project “Data Mining and Value Creation”, addresses the challenges of digital transformation for companies. It deals with the fictionalized case of the company KMC Systems, a manufacturer of test and measurement technology, which is internally convinced of digital innovations but struggles with a lack of customer response. From the CEO's perspective, possible obstacles in the expansion of digital business models are explained, such as problems in their marketing or confrontation with the digital paradox.
In response to this case, two experts, Elgar Fleisch, Professor of Information and Technology Management at ETH Zurich and the University of St. Gallen, and Josef Waltl, responsible for the global partner ecosystem for industrial software at Amazon Web Services (AWS), suggest their solutions. /as