Digitalisation is seen as the ‘4th Industrial Revolution’ or ‘Industry 4.0’ and relates to the current paradigm shift from an industrial based economy to a more digitally focused economy. This digital revolution promotes the increased use of digital technologies and their associated embedment within a firm’s operations and activities. However, there exists a current imbalance, with firms struggling to identify the most efficient configurations with the data generated from digital technologies. To counteract this, firms need to radically transform their business model by developing a robust digital transformation strategy.