Andreas Hinterhuber is Associate Professor of Marketing, Ca' Foscari University of Venice, Italy.

Tiziano Vescovi is Full Professor of Strategic Marketing, Ca' Foscari University of Venice, Italy.

Francesca Checchinato is Associate Professor of Marketing, Ca' Foscari University of Venice, Italy.

Part 1: INTRODUCTION 1.Digital Transformation - An Overview Part 2: DIGITAL TRANSFORMATION AND ORGANIZATIONAL CAPABILITIES 2.Understanding Digital Transformation: A Review and A Research Agenda [...] Three Pillars of the Digital Transformation: Improving the Core, Building New Business Models, and Developing Digital Capabilities [...] Data and Analytics: Opportunities and Challenges for Firm Performance 5.Technology is Just an Enabler of Digital Transformation: An Interview with Gianfranco Chimirri, HR communication director of Unilever Italy Part 3: THE DIGITAL TRANSFORMATION AND BUSINESS MODEL INNOVATION 6.Digital Transformation and Business Models [...] Disruptively Digital to Proudly Analog: A Holistic Typology of Digital Transformation Strategies 8.Digital Transformation, the Holy Grail and the Disruption of Business Models: Interview with Michael Nilles, Chief Digital and Information Officer, Henkel [...] Artificial Intelligence and the Digital Transformation Change Business and Society: An Interview with Venture Capitalist Vinod Khosla [...] Digital Company Culture: Interview with Luca Ferrari, CEO, Bending Spoons 11.Consulting for Digital Transformation: Interview with Giuseppe Folonari, European Head of Business Strategy, AKQA 12.L'Oréal Digital Consumer Operating System 13.Internal Start-ups as a Driving Force in the Digitalization of Traditional Businesses: Interview with Jörg Hellwig, Chief Digital Officer, Lanxess Part 4: DIGITAL TRANSFORMATION AND CUSTOMER VALUE CREATION 14.Digital Transformation and Consumer Behaviour: How the Analysis of Consumer Data Reshapes the Marketing Approach 15.Digital Transformation and the Salesforce: Personal Observations, Warnings, and Recommendations 16.Digital Transformation and The Role of Customer-Centric Innovation: Interview with the Chief Value Officer, Thales 17.Digital Transformation in Luxury Industry: Interview with Jean-Christophe Babin, CEO Bulgari [...] Importance of Data in Transforming a Traditional Company to a Digital Thinking Company: Interview with Fabrizio Viacava, chief digital officer of Etro Part 5: THE DIGITAL TRANSFORMATION IN SMEs: CHALLENGES AND BEST PRACTICES 19.Digital Transformation of Manufacturing Firms: Opportunities and Challenges for SMEs 20.Digital Transformation and Financial Performance: Do Digital Specialists Unlock the Profit Potential of New Digital Business Models for SMEs? 21.Supporting Pervasive Digitization in Italian SMEs Through an Open Innovation Process CONCLUSION [...] Roadmap to Digital Transformation