“…To complicate things further, there is no uniform definition of the term "digital transformation" (Moroz, 2018). Out of the countless definitions that can be found in the literature, there are two concepts in particular that we consider it relevant to highlight; the first is that digital transformation refers to the "ongoing digital evolution of a company, business model, idea, process or methodology; both strategically and tactically" (Mazzone, 2014), therefore it is all encompassing, impacting all business aspects of a firm; and the second is that digital transformation is not about technology per se (Shakina, Parshakov, & Alsufiev, 2021); it uses technology as a means, not an end, reinforcing the strategic nature of this transformation (Tabiriz et al, 2019).…”