The future is now: the impact of digital transformation on business models and corporate communication

Abstract

We are living in a world of rapid evolving technologies that are fusing the physical, digital and biological worlds and impacting all disciplines, economies and industries, and even challenging ideas about what it means to be human (WEF, n.d.). Amidst the so-called 4th industrial revolution, every company’s success is now more than ever dependent on its capacity to adjust to this new era and make smart investments in the future. The aim of the present work is to demonstrate how Digital Transformation (DT) plays a key role in that process, shaping today’s business models, customer relationship and even the way we communicate. To accomplish that goal, examples of DT from Amazon, Santander and Emel shall be explored in order to illustrate this trend and showcase how these organizations, in particular, are progressing along the digital maturity path.