GUEST 2.0: empowering digital transformation strategy and innovation management

Purpose

This paper proposes GUEST 2.0, a unified methodology for articulating sustainability-aligned digital transformation strategies. It addresses the fragmentation between digital transformation and innovation management by identifying the core requirements of strategy formulation and linking them to actionable implementation.

Design/methodology/approach

The study adopts a Design Science Research methodology, using iterative build–evaluate cycles to refine GUEST 2.0. The framework is derived from an extensive literature synthesis and validated through multiple applications, including a digital social innovation case (SINFONICA).

Findings

The paper identifies strategic requirements, such as ambidexterity, flexibility, ecosystem value, ethical performance and holistic metrics, and embeds them into a five-step methodology. The case study demonstrates the framework's ability to support inclusive value definition, data-driven decision-making and iterative adaptation in complex digital innovation contexts.

Originality/value

The paper offers a practitioner-ready methodology that operationalizes digital transformation strategy across organizational levels while integrating sustainability, uncertainty management and multi-actor collaboration. It advances the digital transformation–innovation management interface by providing theoretically grounded, actionable tools for strategizing while executing. The main contribution is a structured synthesis of the core elements and decision-making processes involved in strategizing digital transformation.

Highlights