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Digital Innovation to Transform the Customer Experience

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  • Evangelos Katsamakas

    (Gabelli School of Business, Fordham University, USA)

  • Aditya Saharia

    (Gabelli School of Business, Fordham University, USA)

Abstract

Digital innovation is becoming a strategic priority for business and IT leaders in many companies. This article explores digital innovation at Six Flags Entertainment Corporation, the world's largest regional theme park company, with emphasis on the strategic leadership role of its Chief Information Officer (CIO). The article shows that digital innovation requires appropriate technology infrastructure, organization, leadership skills and a systematic process to evaluate existing and emerging technologies. Innovation ideas may come from many internal or external sources. Five digital initiatives illustrate how digital innovation can create new revenue streams and transform customer experience. Insights are provided on how to justify such initiatives and how to strike the right balance between a focus on innovation, while meeting the traditional operational needs. Overall, a focus on digital innovation is an opportunity for a strategic role of IT leaders, but that requires new skills and new education.

Suggested Citation

  • Evangelos Katsamakas & Aditya Saharia, 2019. "Digital Innovation to Transform the Customer Experience," International Journal of Strategic Information Technology and Applications (IJSITA), IGI Global, vol. 10(3), pages 38-52, July.
    • Handle: RePEc:igg:jsita0:v:10:y:2019:i:3:p:38-52
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