ELEMENTS OF A SUCCESSFUL DIGITAL TRANSFORMATION: THE APPLICATION BY HAIER GROUP

Gladie Lui
ESCP Business School, London, United Kingdom

Connie Shum
Pittsburg State University

ABSTRACT

COVID-19 has transformed business forever. In just a few months, it brought about years
of change in the way companies in all sectors do business. This pandemic has sped up the pace of
change in the technology market and is a catalyst for digital transformation. How can
organizations succeed at digital transformation in a world that has been disrupted by the
pandemic? The primary purpose of this study is to examine the elements of and to propose a
model for a successful digital transformation. This study also reviews and analyses the factors
contributing to the successful digital transformation experience of a consumer electronics and
home appliances company, Haier Group. Haier, the world’s largest home appliance
manufacturing and retailing company, provides valuable insights into how value can be enhanced
through digital transformation.
Keywords: Impact of COVID-19, digital transformation, elements of a successful digital transformation,
technology, business agility, Haier Group application of digital transformation