Disruptions Leading to Digital Business Transformation: Executives’ Perceptions

Digital business transformation (DBT) is a significant trend in all industries, and affects all businesses, large and small. Companies that resist digitalisation and systemic transformation risk losing market share or even completely going out of business. Effective communication, both internal and external, and collaboration are vital for transformation success. This paper investigates executives’ perceptions of the disruptions leading to the need for DBT, whether such a transformation is considered a challenge or even a crisis by company executives, and the communication strategies that are implemented for DBT in various pipe extrusion companies in Germany. This research adopts a qualitative approach and semi-structured interviews were used in our research to gather data from experts in the companies. The research found that most companies in the pipe extrusion industry in Germany acknowledge and can articulate disruptions, both current and future. However, they but do not regard digital transformation of their business as a crisis and most companies have not prepared strategies for effectively communicating their response to digital transformation challenges.