Unwrapping Digital Transformation Success; Does Digital Strategy and Employee Creative Capability Matter; Evidence from Banking Sector

Abstract

The tremendous momentum and progress in digital transformation (DT) project across the world created new opportunities and challenges for organizations and individuals. The organizations struggle to effectively adapt to the growingly changing digital landscape as almost 90 percent of DT projects fail due to various reasons. Therefore, we examine the impact of digital business strategy (DBS) on DT success. The research also studies the mediating role of creative capability in this nexus. To study these nexuses, we collected data from employees working in the banking sector by employing the purposive sampling technique. The study results revealed that DBS is significantly linked to DT success and creative capability and is also positively mediating this relationship. Our research for the first time highlights an important role of creative capability in the linkages between DBS and DT success

Key Words: digital business strategy, digital transformation, creative capability, banking sector, information system