Olga Stoianova, Tatiana Lezina and Victoriia Ivanova. Strategic Management for Digital Transformation: pro et contra. (ICDEc 2021)

1. Strategic Management for Digital
Transformation: pro et contra
Olga Stoianova , Victoriia Ivanova
Saint Petersburg State University
Tatiana Lezina
National Research University Higher School of Economics

2. Factors, preventing the success of digital transformation
2
53%
45%
42%
41%
40%
37%
29%
26%
Сompetence gap
Internal resistance
Lack of strategy
Gap in qualified staff
Risk of low return on investment
Insufficient budget
Weak management support
Lack of necessary infrastructure
KMDA (2020)

3. 3
Success factors of digital transformation
64%
59%
47%
46%
45%
32%
28%
24%
Employee competencies
Management support
Having a strategy
Corporate culture
Investments
Digital partnership
Data and analytics
Developed infrastructure
KMDA (2020)

4. The objective of the study
The purpose of the study is to analyze the Russian research
community's views on the effectiveness and the prospects of
companies' strategic management in the context of digital
transformation, taking into account national specifics.
Research questions
•What impact digital transformation has on business and company
management systems, including the Russian ones?
•What are the prospects for using traditional approaches to strategic
management in the context of digital transformation?
4

5. Design of the study
Stage 4. Substantive analysis of publications
Stage 3. Exploring publications with text analysis algorithms
Word cloud and word frequency in the corpus of publications
Stage 2. Creating a pool of publications for further analysis
The list of journals was reduced to 217 papers from 32 journals
Stage 1. Analysis of publication activity
Publications in Russian high rating scientific journals for the period 2015-2020
516
217
130
5

6. Number of publications in the subject area in the RSCI journals
6

7. Design of the study
Stage 4. Substantive analysis of publications
Stage 3. Exploring publications with text analysis algorithms
Word cloud and word frequency in the corpus of publications
Stage 2. Creating a pool of publications for further analysis
The list of journals was reduced to 217 papers from 32 journals
Stage 1. Analysis of publication activity
Publications in Russian high rating scientific journals for the period 2015-2020
516
217
130
7

8. Word cloud and word frequency in the corpus of publications
Translation of terms on the figure: enterprise - предприятие, innovative - инновационный, control- управление, strategy- стратегия,
development - развитие, mechanism - механизм, management - менеджмент, system - система, activities - деятельность, digital -
цифровой, organisation - организация, company - компания, solution - решение, strategic - стратегический, potential - потенциал, process -
процесс, technology - технология, research - исследование, understanding - определение, model - модель)
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9. Design of the study
Stage 4. Substantive analysis of publications
Effects of digital transformation on business and management; Specifics of digital transformation and
strategic management in Russia; Required changes in strategic management
Stage 3. Exploring publications with text analysis algorithms
Word cloud and word frequency in the corpus of publications
Stage 2. Creating a pool of publications for further analysis
The list of journals was reduced to 217 papers from 32 journals
Stage 1. Analysis of publication activity
Publications in Russian high rating scientific journals for the period 2015-2020
516
217
130
9

10. Impact of digital transformation on business and management
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low marginal cost of digital
products
accelerating the interaction of all
participants
increasing the potential of
intangible capital
implementation of digital
platforms
transformation of space for
production and consumption
new forms of business models
stimulates all kinds of
innovations
organizational flexibility
strengthening the role of human
resource management

11. Specific features of digital transformation in Russia
short-term planning, expectation of a quick return on investment
large-scale digital transformation projects are mainly implemented in
companies with government participation
a shift from comprehensive digital transformation to digitalisation of business
processes
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12. Specifics External factors/features of digital transformation
and strategic management in Russia
irregular penetration of new technologies
bureaucratization of organizational processes
low level of confidence in institutional environment,
lack of favorable and stable economic conditions in the country
for a number of industries - inadequate regulatory environment and barriers to
Internet commerce, requirements of investors and shareholders to maintain high
yields on securities
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13. Strategic Management for Digital Transformation: pro and contra
- a high share of capital-
intensive companies with long
returns on investment
- an active development of an
industry ecosystem
- active implementation of the
ideas of sustainable
development and corporate
social responsibility
- need in radical reduction in the
time to solve management tasks
- the increasing flow of incidents
and abnormal situations
- the complexity of the
companies' information models
PRO
CONTRA
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14. Russian authors' viewpoints on strategic management prospects
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Strategic management prospects Relevant for
Implementation of situational
management
Companies with a quick return on
investment and low capital intensity
Strategic management with a focus on
technological innovations and
formation of ecosystems
Companies of fuel, energy, and mineral
resource industries
Implementation scenario-based
strategic management
Manufacturing companies, especially
mechanical engineering ones
Focusing on results that do not directly
benefit the company
Companies, which follow the principles
of corporate social responsibility

15. Conclusion
➢The impact of digital transformation on business and companies'
management systems creates the prerequisites for changes in
strategic management approaches and mechanisms.
➢The prospects for the research are to analyse and
develop mechanisms, methods and tools of strategic management in
the context of digital transformation adapted to Russian specifics.
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