The Digital Matrix Book


"Digitization is a global trend and there are no safe sanctuaries in which to shelter outmoded business models’: This timely book makes that unconditional caution chillingly real.  Happily, it also reveals how, by harnessing the new technology and shaping your business strategy round it, you can not only survive but prosper."


"All industries and companies are experiencing digitization, at varying speeds and intensity. The good news is that the toolsets are advancing,  allowing traditional players to participate in a way they haven’t been able to before. The Digital Matrix presents an invaluable framework to help leaders master these shifts and win in their space."


"Venkat’s book is super helpful to all of us working to drive change in an increasingly digital world. He crisply defines the opportunity that “digital” represents and articulates (through examples) how to capture the potential value. He also draws out some of the major changes in thinking that are required to succeed – for instance the need to work as an ecosystem rather than as a single organization. But, as with any really good teacher, he avoids the trap of providing simplistic answers to complex questions. After reading the book, I have more questions than answers – but the questions are at a new level of understanding, building on his insights and frameworks."

MIKE WRIGHT, Global CIO, McKinsey & Company

"The Digital Matrix harnesses digitization powerfully and succinctly through a conceptual framework and real business examples. Professor Venkatraman has produced an extremely readable and insightful book."

MICHAEL S. SCOTT MORTON, Professor Emeritus, MIT Sloan School of Management

"Venkatraman is a brilliant thought leader in the area of digital business strategy. This book will definitely turbo-charge your digital future!"

Omar El Sawy, Chaired Professor, USC Marshall School of Business

"No silver bullets, no killer apps. Instead, Venkatraman provides a brilliant exposition on the perfect storm of digital technologies that will severely test the leaders of every organization, and a framework for analysis and action to help us survive and thrive in the coming decade."

BRINLEY N. PLATTS, Chairman, CIO Development

"The Digital Matrix is a brilliant window into digital strategy, with practical insights that blend academic theory and the practice of management in a way that only Venkatraman can deliver."

JOHN C. HENDERSON, Professor Emeritus,
Boston University Questrom School of Business

"This book is definitely the best I have read dealing with the digital challenges and how to address them."

JO GUEGAN, Strategic IT Advisor, Former CTO and EVP of
Canal + Group, Former SVP, Capgemini Consulting

"To Venkatraman, Facebook and Tesla are not traditional companies bound by product boundaries or SIC codes; they adapt digital tools to solve problems. This book gives you a strategy roadmap to stand alongside such problem solvers, to anticipate their next move, to compete against them. Without it, you risk being wiped out by them."

BHASKAR CHAKRAVORTI, Senior Associate Dean, International Business & Finance, The Fletcher School at Tufts University, author, The Slow Pace of Fast Change

"The Digital Matrix offers compelling insight into why traditional organizations should embrace digitization and stay vigilant to the signals at the periphery."

MAHESH AMALEAN, Chair, Co-founder, MAS Holdings

"The Digital Matrix captures the different challenges and opportunities of pursuing a disruptive digital strategy for a traditional business. All leaders must be aware of how digital can transform their organization if they want to thrive in this new era."

TIM THERIAULT, Former Global CIO, Walgreens Boots Alliance, Former President of Corporate and Institutional Services, Northern Trust

"The Digital Matrix should be read as a clarion call to executives and board members. And for a new wave of leaders, this book should be a go-to guide."

RICK CHAVEZ, Partner, Digital Practice, Oliver Wyman

"For any CXO executive, this book is a must-read. Professor Venkatraman brilliantly describes a practical step-by-step guide on how to transform a legacy company into a digital enterprise. An essential survival guide for today’s evolving digital economy."

ALEJANDRO MARTINEZ, Senior VP and CIO, Quintiles

"No firm, no industry and no market is immune from the transformative forces that disrupt the practices of the past.  Many are just now recognizing the need to accelerate their evolution to this evolving realm of digital possibilities.  Old principles and assumptions are challenged.  New roles and responsibilities are allocated in ways that shock the past.  Many feel rudderless in that journey. The Digital Matrix is a trove of insight for strategic paths and tactical opportunity.  We may have no better guide than Professor Venkatraman who is the rarest of academics - excellent in both theory and practice.  He offers strategic illumination of the markets in transformation, while giving frameworks and actionable advice on preparing and adjusting the technologies, culture and operations of the enterprise to meet, and excel, in the rapidly transforming digital environment.  No enterprise leader should be without this useful guide.  No academic should be absent this book of lenses on the digital transformation of enterprise and markets."

BENN KONSYNSKI, PhD, Professor, Emory University

"The Digital Matrix is a wake-up call for any business intersecting with the digital world. Healthcare leaders need to heed this call and consider how they must lead in the increasingly digital world."

CHRIS NEWELL, Psy.D, Director, Learning and Development,
Boston Children’s Hospital

"Venkat Venkatraman enthralls with a sense of urgency and offers a practical and composed approach to assess threats and devise winning and competitive strategies."

DON BULMER, VP, Gartner, Former VP, Shell, SAP

"Understanding Professor Venkatraman’s insights into the massive transformation enabled by the digital revolution is essential if we are to clearly see the challenges and opportunities we face today and will face in the decades ahead.  As always, he challenges our conventional thinking and encourages us to think boldly about the possibilities to become transformational leaders in our own fields on endeavor."

MIKE LAWSON, Professor Emeritus,
Boston University Questrom School of Business

"The Digital Matrix is not just another descriptive or speculative account about future technologies and their predicted impacts — it is the definitive guide to becoming a proactive player in the new digitally-meditated economy. This book will survive the passage of time."

BEN M. BANSAOU, Professor, INSEAD, Fontainebleau

"This is an important and timely book. With deep familiarity, clear examples and nuance, Professor Venkatraman offers a much-needed, sophisticated roadmap for incumbent firms to leverage digitization and thereby prosper in our new competitive era."

MEL HORWITCH, University Professor and Former Dean,
CEU Business Administration

"This book contains invaluable insights and should be required reading for executives to step beyond their industry boundaries. I can't wait to apply these ideas in practice."

GEORGES EDOURAD DIAS, Co-founder and CSO, Quantstreams,
Former CDO, L’Oreal Paris

"Venkatraman perfectly blends academic and consultant into one clear roadmap for leading change, enabling leaders to act immediately after putting the book down."

STEVE NEWMAN, Former Director, Executive Programs at Ericsson

"A refreshing read from a scholar who has been at the forefront of strategy and digital technology for over two decades."

RANJAY GULATI, Professor, Harvard Business School, Author,
Reorganize for Resilience

"The Digital Matrix provides a framework for participation, learning, and building relationships across all phases of transformation. No longer just in the realm of innovation, the practical application of this framework needs to be an active and present part of corporate planning processes."

JIM CIRIELLO, AVP, IT Planning & Innovation, Merck

"This book is a powerful guide to the most important change to management of the last century—the digital transformation of every organization. It offers a practical vision of what it will take not only to adapt to the networked society, but to lead it. An enlightening book and a terrific read!"

RICHARD LEIDER, Bestselling author, The Power of Purpose