The article focuses on the strategic-operational success factors that make digital sales development possible. For this purpose, different elements are combined into a structured approach. The individual elements look at the opportunities as well as the risks of digitalisation in business-to-business sales with products that need to be explained.
Digitization is enabling many businesses to improve and automate processes in order to both reduce risks such as human errors and save costs and time. In general, digitization is transforming the business landscape in many aspects, including also the pace of processes in combination with the evolving requirements of customers and business partners. In this paper we are exploring the mergers and acquisitions (M&A) processes and how they are influenced by digitization, as well as highlighting the accompanying risks that digitization brings to this field. Therefore, a brief description of the digitizing business processes and the most common digital technologies is presented. In this paper, these digital tools are investigated and assessed in terms of the process steps where they lead to an improvement but also on what associated risks they bring about. In the global context, digitization aims to break boundaries such as different time zones, physical travel times but also to create the ability for rapid decision making based on accurate and reliable data. This new form of business intelligence enables the business leaders to make better decisions based on high quality data but also allows them to focus time and effort on truly value-adding tasks. The challenges for companies implementing digital technologies are investigated upon, highlighting the opportunities and risks that accompany corporations in this process. The paper highlights the most significant risks and opportunities in relation with increasing the level of digitization in mergers and acquisition processes. The research results are part of a comprehensive research project on business management and digitalization developed as part of doctoral research at the
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