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DIGITIZATION CHALLENGES COMPANIES TO ACCELERATE THEIR INNOVATION CYCLES TO STAY COMPETITIVE. THIS RESEARCH INVESTIGATES HOW IT KNOWLEDGE ESTABLISHED ON DIFFERENT HIERARCHICAL LEVELS LEADS TO ORGANIZATIONAL INNOVATIVENESS. DIFFERENTIATING BETWEEN STRATEGICALLY MORE AND LESS DIGITIZED ORGANIZATIONS, THE RESULTS REVEAL: ORGANIZATIONAL INNOVATIVENESS IS SIGNIFICANTLY HIGHER INFLUENCED BY THE IT KNOWLEDGE OF BUSINESS EMPLOYEES IN ORGANIZATIONS GIVING THE DIGITAL BUSINESS STRATEGY HIGH IMPORTANCE, WHEREAS THE MANAGEMENT’S ROLE DECREASES. WE FURTHER DEDUCE THE CIO’S POSITIVE ROLE FOR IT-ENABLED BUSINESS INNOVATION IN KNOWLEDGE-INTENSIVE INDUSTRIES, SUCH AS THE FINANCIAL SERVICES SECTOR.
DIGITAL TRANSFORMATION COUPLED WITH THE SIMPLIFIED AVAILABILITY OF DATA BRINGS ARTIFICIAL INTELLIGENCE (AI) CLOSER TO COMMERCIAL USE. FOR THE DATADRIVEN FINANCIAL INDUSTRY, AI IS OF INTENSIVE INTEREST WITHIN PILOT PROJECTS. STILL, FEW AI APPLICATIONS HAVE BEEN IMPLEMENTED SO FAR. THIS STUDY ANALYZES DRIVERS AND INHIBITORS OF A SUCCESSFUL AI ADOPTION IN THE FINANCIAL INDUSTRY BASED ON PANEL DATA COMPRISING 22 SEMI-STRUCTURED INTERVIEWS WITH EXPERTS OF AI IN FINANCE, INCLUDING INTERVIEWEES FROM LEADING SOFTWARE PROVIDERS SUCH AS SAP, IBM, SALESFORCE, AND MICROSOFT. FOR APPLYING AI SUCCESSFULLY, THE GUIDELINES REVEAL SEVERAL DATA CONDITIONS, AI-SPECIFIC ROLE MODELS, AND OVERCOMING MORAL CONCERNS AS CRUCIAL BEFORE TRAINED ALGORITHMS WILL HAVE REACHED A QUALITY LEVEL TO OPERATE WITHOUT HUMAN INTERVENTION.
EXTANT STRATEGY CONCEPTS ARE CHALLENGED DUE TO THE ONGOING DIGITIZATION, WHICH FUNDAMENTALLY CHANGES CONDITIONS FOR ALL MARKET PARTICIPANTS. THIS RESEARCH COMPARES THE CONCEPT OF IT ALIGNMENT WITH THE RECENTLY INTRODUCED “DIGITAL BUSINESS STRATEGY” (DBS), WHICH DESCRIBES A CROSS-FUNCTIONAL AND AGILE FUSION OF BUSINESS AND IT STRATEGY. THE RESULTS REVEAL A TOTAL ABSENCE OF A DIRECT INFLUENCE OF IT LEADERS (CIOS) ON DBS, WHEREAS A HIGH IMPACT ON IT ALIGNMENT IS STILL GIVEN. BUSINESS LEADERS IN TURN IMPACT MORE ON DBS.
