Digital Maturity as a Strategic Advantage: A Systematic Literature Synthesis

Disruptive technologies from Industry 4.0 have transformed sectors worldwide, making digital transformation essential for maintaining competitive advantage and increasing productivity. Despite the importance of digital transformation on a global scale, little is known about digital maturity models and how they specifically relate to the retail industry.

Purpose: This study aims to pinpoint the essential elements of current Digital Maturity Models across a variety of industries. In addition, this study attempts to fill in the research gap in the context of retail businesses by comparing and contrasting the SLR's findings with their actual use in the retail industry.

Methodology: This study is based on a Systematic Literature Review (SLR), which identifies important aspects of digital maturity models from research studies published between 2011 and 2024. Relevant studies were gathered using databases like Science Direct, EBSCO, Google Scholar, and consulting reports from companies like McKinsey and Deloitte. According to predetermined inclusion criteria, a total of 20 studies were chosen, and Rossmann's (2018) Digital Maturity Model turned out to be the best framework for the retail industry. To ensure data rigor, PRISMA protocol is being used. Meanwhile, the empirical study is still ongoing.

Findings: SLR findings indicate that strategy, culture, and technology are the three main digital transfomation dimensions. These are highly aligned with preliminary findings from the empirical study. The identified dimensions serve as a theoretical framework for future studies in the same topic.

Practical Implications: This study sets the ground for a theoretical framework to measure the level of digital matury in the retail sector. Dimesions such as strategy and technology in particular are considered as key forces behind digital transformation. Other dimensions like governance and leadership point to areas that still need improvement. These revelations advance our knowledge of the practical applications of digital maturity models in emerging markets such as Albania.