Explicating the Intersections of Value Disciplines for the Digital Era

The digital age presents a volatile, uncertain, complex and ambiguous industry landscape. We argue that mastering a single value discipline is important but insufficient in the digital age. This article aims to present the value discipline intersections as a resource to establish a competitive advantage in the digital era. With the rise in digital technologies, on the one hand, traditional firms that have gained a competitive advantage so far might not stand a chance before a digitally native firm that leverages multiple value disciplines simultaneously. On the other hand, digitally native firms, by not explicating the intersections between the value disciplines, do not reap a full harvest of their investments in digitalization. We present operational innovators, co-creators, efficient customer champions and bull’s eye to unfold the value discipline intersections, relevant to the digital age. We illustrate our idea through industry examples and conclude with implications for theory and practice.