Digital transformation of traditional firms: cognition and technology trap zones in the proof-of-concept phase

Zaitsava, Maryia;Marku, Elona;Di Guardo, Maria Chiara

2020-01-01

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Abstract

This research aims at investigating how managerial cognition and data-driven decision-making interact in the context of traditional firms characterized by low data-technology awareness, and whether there occur specific cognition and technology traps related to the proof-of-concept phase. Using an ethnographic approach and exploring the case of a traditional transport authority in the North of the UK, we propose a conceptual framework highlighting the distinct effect of managerial cognition and data, and introducing several conceptual components characterizing what we called cognition and technology traps zones. Moreover, a data-technology effectiveness perception curve was exposed. In so doing, our study sheds light on a better understanding of the mechanism underlying the interaction between managerial cognition and data, within the PoC phase. Managerial implications are being presented and further discussed.