A SERVICE-DOMINANT LOGIC FOR DIGITAL TRANSFORMATION RESEARCH AND PRACTICE: SYSTEMATIC REVIEW, RESEARCH AGENDA, AND IMPLEMENTATION ROADMAP

The interdisciplinary nature of digital transformation requires a shift from theorizing within disciplinary silos to leveraging theory in a way that helps bridge disciplinary boundaries. This study seeks to contribute to this objective by demonstrating that service-dominant logic (S-D logic) as a meta-theory has strong potential to connect IS, service, innovation, and marketing scholars as well as practitioners in understanding and shaping digital transformation. For this purpose, we conduct a computational literature review and create a map of the S-D logic research landscape. Based on this map, we assess how the S-D logic can help address some of the key gaps in our understanding of digital transformation leading to a cross-disciplinary agenda for future research. We argue that an S-D logic perspective on digital transformation can also be informative for practitioners involved in digital transformation activities, whom we equip with an actionable roadmap for implementation.