The digital transformation of management consulting companies: a qualitative comparative analysis of Romanian industry

Digital transformation affects all industries. This study targets how management consulting companies address this phenomenon. Based on a survey of 30 Romanian management consulting companies and a qualitative comparative analysis, we model the relationship between management consulting companies' current context (customers' industries, internal and external triggers for digital transformation), the current state of digital transformation, and expected digital transformation. By considering managerial expectations importance in future decisions, and contingency theory for explaining the links between context, current state and expected digital transformation, different paths concerning digital transformation are identified at Romanian management consulting companies. For some of them, the combination of internal and external triggers and the existence of previous digital transformation activities led to increases in the recognized importance of digital transformation in future business models and to newer business services (digital strategy). For others, which do not have powerful external triggers, digital transformation is associated with internal efficiency-related triggers, and it targets only improvements in existing business models due to technology adoption (technology strategy). A small number of management consulting companies do not expect digital transformation to have a large impact on their future business model, because of either the lack of external triggers to do so or the absence of previous digital transformation activities. This research demonstrates the contingency and evolutionary nature of the digital transformation process, in which specific combinations between internal and external triggers can explain the expectations of management consulting companies' managers about digital transformation.