Digital Transformation: How Established Companies Can Anticipate And Shape Their Future

An in-depth analysis by our faculty researcher Mohamad Tarhini, published in European Management Review

In a world where digital innovation is rewriting the rules, traditional businesses must rethink their strategies to avoid obsolescence. A recent study by Mohamad Tarhini, co-authored with A.S. Yanson (USI Università della Svizzera Italiana) and D. Cerrato (Università Cattolica del Sacro Cuore), explores how organizations can overcome inertia and harness innovative ecosystems to achieve successful digital transformation.

Context and Challenges

Digital transformation is no longer optional—it is essential for companies aiming to remain competitive. However, for well-established organizations, this process is often hindered by structural rigidity and internal resistance to change. In this context, Mohamad Tarhini, a faculty researcher at European Business School, along with co-authors A.S. Yanson and D. Cerrato, provide valuable insights.

Their study, published in European Management Review (ranked AJG 3 and FNEGE 2), demonstrates that merely identifying digital trends is insufficient. The challenge lies in interpreting these trends and strategically integrating them into existing processes.

Keys to Success: Decentralized Intelligence and Startup Ecosystems

The authors emphasize the need to move beyond traditional hierarchical structures and adopt decentralized intelligence. This involves:

• Engaging teams at all levels to detect and analyze weak signals.
• Integrating startup ecosystems through corporate accelerators, enabling experimentation with new business models without compromising the company’s core identity.
• Fostering a culture of innovation, where every employee is encouraged to propose ideas and test solutions.

This approach allows companies to combine stability with agility, leveraging their traditional strengths while embracing continuous innovation.

A Methodology to Combat Organizational Inertia
The study proposes a practical methodology to help leaders:

1. Decentralize strategic intelligence: Involve operational teams in trend analysis.
2. Engage in innovative partnerships: Collaborate with startups and accelerators to accelerate transformation.
3. Experiment risk-free: Test new business models in a controlled environment.
4. Leverage traditional roots: Use stability and established trust as a foundation for innovation.

Impact and Outlook

The findings provide a roadmap for companies seeking to anticipate change rather than react to it. By adopting a proactive approach, organizations can not only survive but thrive in an ever-evolving environment.

Mohamad Tarhini highlights that this research aligns with one of European Business School’s three priority areas: digital transformation and innovation. It also contributes to the work of the Accelis group, which supports companies in their digital evolution.

Read the article 👉 https://onlinelibrary.wiley.com/doi/10.1111/emre.70054

Article reference:

Yanson, A. S., Tarhini, M. N., & Cerrato, D. (2026). Anticipating tomorrow: The role of corporate foresight and prospective sensemaking in managing digital changes by established organizations. European Management Review. https://onlinelibrary.wiley.com/doi/10.1111/emre.70054