The interaction of strategy and technology in an era of business re-invention

Purpose The authors extensive field experience and analysis suggests that the traditional strategy approach is increasingly ill equipped for a business environment that is being radically changed by new digital technology. Design/methodology/approach They explore some of the ways in which strategy development approaches need to be revised to remain relevant in the world of artificial intelligence, digital reengineering and cognitive computing. Findings Digital technology is both a means to tactical advantage and the key to transformational strategic opportunities. Practical implications Today’s strategies need to allow companies to proactively discover what is going to drive customer value, and also spontaneously react to changing market conditions. Originality/value Re-conceptualizing the future with advanced digital technologies -- “Digital Reinvention” -- starts with working with customers to anticipate and characterize what, how, when and where they wish to engage in the future.