Digital orientation, digital maturity, and digital intensity: determinants of financial success in digital transformation settings

Abstract

PurposeThis study aims to investigate three relevant antecedents of digital transformation (digital orientation, digital intensity and digital maturity) and their influences on the financial success of companies.Design/methodology/approachBuilding on the strategic management and digital transformation literature, five hypotheses are developed to find the relationships between these antecedents and financial success.FindingsDigital orientation and digital intensity alone do not contribute to the financial success of companies. Specifically, digital intensity serves as a negative moderator between digital orientation and financial success, meaning that it reduces the performance effects of digital orientation. Digital maturity acts as a mediator between digital orientation and the financial success of companies and between digital intensity and the financial success of companies.Originality/valueThis research contributes to the literature on strategic management and digital transformation by providing a further understanding of three relevant antecedents of digital transformation (digital orientation, digital intensity and digital maturity) and how they should be positioned alongside digital transformation settings to achieve financial success.