Page - 16 - in Digital Entrepreneurship - Impact on Business and Society

digital organisations (Kane et al. 2017). The Digital Maturity Model provides a useful indication of how organisations should systematically prepare to continu- ously adapt to ongoing digital change. 4 Examples fromPractice/Case Studies 4.1 Domino’s:EmbracingDigitalTechnologytoDifferentiate in aHighly CompetitiveMarket Domino’s is an American multinational pizza takeaway chain. Domino’s has a tremendous and proven track record of success. In 2018, its franchised and cor- porate stores generated $13.5 billion in global retail sales, which is an increase of $5.5 billionper annumfromfiveyears ago.Domino’s operated16,500 stores in85 countries in 2018, having operated approximately 8500 in 2008 (Domino’s 2018). Domino’s is an excellent example of a business that has experienced explosive growth due to embracing aDEMandprioritising digital technology to differentiate itself in a highly competitive market. Over the last few years, the company has faced the challenges of standingout in a crowdedmarket and appealing to the new breed of digital-age consumers. To copewith this challenge, Domino’s decided to leverage technology to transform the pizza-ordering experience and to build a highly available, scalable and secure ITbackbone to support digital transformation. In 2012, the company decided to design a new strategy to strive for hyper-convenient pizza ordering. The new mindset was to become the most accessiblepizzadelivery service and, thus, standout from theovercrowdedmarket. By using a digital entrepreneurial approach, the company was able to connect Fig. 2 Dimensions of aDigitalMaturityModel 16 M. Soltanifar and E. Smailhodžić