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This phase creates deeper meaning of what the company does digitally and what works. Here the main focus is how the company should work with digitalization, and these questions are mostly directed within the company. A deeper strategy for the digital venture is often developed and more resources are allocated in this phase. A special department is usually created for this investment. This is the most difficult maturity phase and it places high demands on good leadership. The reason for this is that the digital initiative has grown and is becoming increasingly important while the existing business is decreasing. The result is that the operations need more coordination, and conflicts between the traditional and the digital operation become common. Much effort is therefore directed within the organization on coordinating the digital operation with the existing operations, and maximum power going forward is not being achieved. Compare Mobilization phase and Acceleration phase.
