Overcoming the digital transformation paradoxes: a digital affordance perspective

Purpose Existing studies have been conducted to explain the process of digital transformation. This work aims to identify the paradoxes encountered by companies in undertaking digital transformation and the role of digital affordances in overcoming these paradoxes. Design/methodology/approach This study uses rich empirical data from four traditional Chinese manufacturers that have successfully achieved digital transformation to explain how companies can overcome the digital transformation paradox with the help of digital affordances. Findings The authors identify the paradoxes that traditional companies encounter when carrying out data transformation based on the experience of four Chinese traditional manufacturing enterprises that have successfully achieved digital transformation – the paradox of flexibility and stability of organization structure, the paradox of cost and profit and the paradox of perception between executives and employees. Based on this, we propose three digital affordances that play an important role in overcoming the digital transformation paradoxes – digital decentralization, digital agility and digital citizenship. Originality/value This study identifies three forms of critical digital affordances and introduces citizenship into digital transformation contexts.